How can publishers make money off brands wanting to engage with their readers without annoying their readers? How can brands use content to further their marketing goals? In this Future of Publishing episode, Murray Newlands of Influence People and Oliver Roup of VigLink explore just that and how these relationships should be monetized by the publisher. With them are guests Daniel Ha of Disqus, Dan Gill of Huddler, and Jordan Kretchmer of Live Fyre.
For any that didn't see this coming the day Michael Wolff was named Editorial Director of AdWeek has their head buried in the sand. It was oil and water from the start. Wolf's flamboyant desire to infuse the trade magazine with glitz, glamor and Conde Nast cafeteria closings did not mix well with the more down to earth B2B origins of the publication.
Hey, we're all for sexing things up from time to time but any good publication covering the advertising space has to, well, cover advertising. And it certainly seems like AdWeek blog AdFreak was doing that for AdWeek all along so long live AdFreak and here's hoping the new guy, former sister publication MediaWeek veteran and current AdWeek Executive Editor Jim Cooper, who is taking over the reins, can shore things up over at AdWeek.
At Digitas' The NewFront, Federated Media's John Battelle led a panel that addressed the importance of story telling, content that engages and strikes a cord and the importance of community.
GE's Beth Comstock discussed the brand's Ecomagination campaign which invited people into the brand and asked them to be creative with the brand.
Battelle highlighted the fact brands are not good at listening. They still think they can pull out the bullhorn and just tell consumers what to do.
Addressing the concern over brand's creating content and the potentially biased nature of that content, SAP's Susan Popper said brands simply need to disclose the origin of the content. Consumers will be able to discern for themselves how biased or non-biased the content is.
AMEX's Susan Sobbott said Publishing is difficult and expensive bit if you are not doing it as your primary source of revenue it can, in fact, be of benefit to a marketer.
Here's Battelle's on take on the panel...and his six hours sitting on the tarmac at JFK.
Digitas' The NEWFRONT 2011, showcased 'Unstaged' where brand meets content on the digital frontier to bring in-concert and at-home viewing experiences to it's greatest heights yet. Proving that the music experience is alive and well; transforming to deliver music everywhere the fans are and in ways that they want to hear it.
"Unstaged", is a series featuring breakthrough artists playing at landmark venues across the country, while tapping influential filmmakers to direct the live-streams and infusing digital & social media to connect the online audience to the live shows in unexpected ways. The series kick-off featured the musical genius of John Legend & the Roots teamed with the always surprising Spike Lee.
Read the rest on Yahoo! Scene
If you're interested in following what's going on during Internet Week this week, you'll want to be sure to visit Yahoo! Scene. Adrants has teamed with Yahoo! and its agency, Cake Group, for coverage of the conference and yours truly is editing the whole thing. We aim to make it the most complete coverage of the event we possible can.
Today's coverage includes a keynote from New York Senator Charles Schumer who believes New York can and will be the nation's tech center. he even went so far as to say the city will knock Silicon Valley from its pedestal. We'll have plenty of time to see if that comes true as Schumer has earmarked a distant 2035 for that leadership position to cement itself.
- No doubt by now you've seen the royal wedding spoof T-Mobile did, right?
- And in other royal wedding news, there's this monstrosity from Papa John's pizza.
- Ladies? Ever suffer from cracked nipples? Now there's a cure.
- And while we're talking about breasts, here's some hand bra action for you in the form of a political ad.
- MediaPost covers the AdWeek relaunch. Well, that's only partially true. What they really did was take the opportunity to tell us how MediaPost is, like, way better.
- Even more hoopla on the Minority Report front.
- Evian brings back the dancing babies. Sort of. It's a sad follow up to the brilliant original.
We don't normally pimp books here on Adrants. Oh we have occasionally in the past but, seriously, business books, for the most part, are dull, dry and boring. And way less interesting than a story about a busty, bikini-clad celebu-hottie offering up her bulging breasts to sell a product, right?
But we're going to break that norm for a minute here and feature a book called How to Make A Blog? Why, you ask as you yawn, lean back and almost fall out of your chair while dozing off to sleep from boredom? Because we're in the blog book! That's why.
- Harry Potter cutey, Emma Watson, is fronting the new Spring/Summer campaign for People Tree, an "eco-chic" fashion line.
- To combat the "creative crisis" in U.S. schools brought on by standardized curricula and testing, No Right Brain Left Behind is turning to the creative community and asking it to develop educational programs that foster creativity.
- Taco Bell is launching a campaign to refute claims made in a class action suit which states the brand falsely advertises its meat as "seasoned ground beef" or "seasoned beef" when it's claimed it actually uses mostly filler and less beef than is required by the U.S. Department of Agriculture's standard.
- TAXI and the Tomorrow Awards have announced they will host the first Tomorrow Awards event in Montreal on March 31st.
AgencySpy already had their competition to give away five copies of Leo Burnett's new book, HumanKind, written by agency Chairman and CEO Tom Bernardin and Creative Director Mark Tutssel. The book, which we haven't completely read yet, is "not about advertising or brand propositions or selling products, but a story of people, purpose and changing behavior. It's a look at marketing that serves true human needs and not the other way around."
A lofty goal, indeed. Highlighting some of the agency's best work, the book focuses on the agency's four principles of people, purpose, participation and populism, the book is one we know we'll be a fan of. It's got lots of pictures and not a lot of words. It's a picture book or sorts for those of us that just want to wallow in the world of advertising without being subjected to pointless pontification.
- It's not in English but the point is pretty clear: curling is a very, very strange sport.
- Amazon is out with a couple of less threatening Kindle ads that decidedly do not go head to head with Apple's iPad.
- Be sure to check out this week's Beancast in which some idiot named Steve Hall tries to sound like he knows what he's talking about when it comes to Facebook's new Deals offering.
- Murray Newlands is out with a new book, How to Make A Blog Book. Check out the Facebook page too.
- If you're Gossip Girl fan, you'll likely want to check out Leighton Meester in the new Vera Wang campaign when it breaks next summer. It's currently being shot in New York.