"We have to become digital very quickly, and we have to make sure sellers understand it. The nature of our business is local offset by our national digital sales team."
Belo Media Group is trying to organize its digital assets: Distribion, MarketingFx, and Verticalnerve. Every day, Eric Myers said, he and his team experience "an appropriate sense of panic in the sense of a hustle."
"Data has become real. Our data is creating value for our advertisers, and this is very exciting for us." Indeed, Hearst's goal is to be the world's leading data-driven media company.
Al Jazeera's Andy Sullivan said platforms are telling them to diversify. "They're hedging their bets against a fake news epidemic. We're not looking at views, shares and likes but at view time engagement over pure reach."
Because search engines have tweaked their algorithms to bring legitimate news sources to the top, "our competitive set has changed," Bonnie Fuller said, and "Hollywood Life" finds itself competing against the likes of "People," "US Weekly" and TMZ.
Jennifer Sun, Associate Director, Product, Programmatic Advertising for DotDash, explains her approach to selling the private marketplace proposition on a panel of sales execs at the Publishers Insider Summit.
The brand has seen a 383% growth in audience since 2016 by offering current headlines plus linear-like curated feeds and on-demand access. Two years ago, it launched a cable network.
When she found herself a team of one after her co-worker took another job, the Atlanta Hawks & State Farm Arena's Charma Parker knew her higher-ups wanted her to be duck-like. Quack! How so? "Calm on top but paddling like hell underneath."
The top effective channels are email -- which is the most impactful, most effective for reaching inactive users and drives awareness -- and App push, good for recently engaged users and driving immediate response.
Where is my data? As this panel's moderator said, "You have complete job security if you know what your data structure is." One panelist said she feels lucky in that her company has a data scientist housed in one place.