Magazine and Online Publishers Reinventing Business Models to Extend Brand Value. Profiling New York Magazine, ADSDAQ Exchange and AOL Platform-A. JackMyers Think Tank

New York Magazine celebrating its 40th anniversary this year is reinventing the brand across nonprint assets to reinforce the publication39s longstanding brand equity Publisher Larry Burstein tells JackMyers Media Business Report that digital advertising has doubled in the past two years and now represents 25 percent of the magazine39s revenues This year parent company New York Media launched an events division New York Events to tap into the more than 17 billion in event sponsorship revenues and 15 percent annual category growth Read JackMyers Spending Forecast As more media companies develop event divisions they are learning that strong brand equity is a prerequisite for success and New York has strong and established editorial brands that are ideal for event extensions Burstein told JackMyers Media Business Report Planned events include Best Bets Taste of New York and New York KidShop a oneday event planned for December 6 that will showcase multiple brands offered at discounted prices New York by New York is a yearlong event series in its second year that gives young New Yorkers new ways to interact with the brand with subscriptions included in the ticket price Forty Nights is an anniversaryspecific event series running through the end of the year celebrating all facets of whatamp8217s great about New York amp8211 both the media company and the city Burstein also points to the growing emphasis on building editorial brand extensions in digital media quotWe have a real online business with real audiences delivering five million monthly unique readers and only five percent audience overlap with the magazinequot Burstein points out Magazines which typically have small sales organizations and even smaller digital sales staffs are at a distinct disadvantage compared to the large sales staffs deployed by the leading online sales organizations Trying to break through the organizational silos at media agencies which typically separate print from online buying and planning units creates even greater challenges quotMagazines have to compete on every level and in a more complex environmentquot Burstein acknowledges quotOur strong brand equity is our greatest asset and event programs enable us to break down traditional silos at agencies and clientsquot Publishers such as Forbes and Martha Stewart which have strong presence in online and print media are expanding their web audience by creating their own networks of longtail content and increasing the value of their online content by tapping into contextual targeting resources such as ContextWeb Inc a leading contextual advertising company and operator of the ADSDAQ ExchangeThe ADSDAQ Exchange says Wenda Millard ContextWeb board member and president of media for Martha Stewart Living Omnimedia enables publishers to optimize the value of their inventory and avoid commoditization while delivering increased value to advertisers through contextual targeting A recent ADSDAQfunded research study by OTX established that seeing an ad quotin contextquot on a web page has a direct positive impact on ad effectiveness demonstrating that relevant contextual placement improves brand recognition and ad recognition over neutral page placement as well as outperforming quotout of contextquot online advertisingThe new ADSDAQ Exchange Agency Trading Desk enables media buyers to evaluate in real time how their web ad campaigns are performing Using this knowledge they can instantly buy more ad inventory in the better performing contextual areas and offer to sell inventory that is underperforming The ADSDAQ Exchange tracks campaign performance for nearly 400 contextual content categoriesSix major media agencies are currently testing the ADSDAQ Exchange Agency Trading Desk and several publishers are using ADSDAQ39s Reach Extension Program introduced last month to add relevant associated content at networks of sites providing advertisers with targeted audiences in complementary content beyond a publisher39s own site Millard has been extensively quoted in the past several weeks after warning the online industry to beware of commoditizing its ad inventory suggesting that online advertising was in danger of becoming quotpork belliesquot While her comments stirred an industry controversy and pork bellies were added as a special at Michael39s restaurant on a day Millard visited in reality all media are bifurcating into 1 commodity inventory traded through automated transactional processes2 premium inventory packaged with branded contextual and behavioral enhancements New York39s events and Martha Stewart39s contextual campaigns are both examples AOL39s PlatformA is similarly focusing on extending the Tacoda behavioral targeting models across the company39s advertising groups as AOL positions itself to be quotthe Google of display advertisingquot comments AOL president Randy Falco While building an automated interface to facilitate transactions Platform A is emphasizing quotthe development of customer facing tools and resources to serve advertisers39 marketing needs and solve their problemsquot adds PlatformA president Lynda ClarizioFor more information on the ADSDAQ Exchange contact SVP Jay Sears at searscontextwebcom

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Magazine and Online Publishers Reinventing Business Models to Extend Brand Value. Profiling New York Magazine, ADSDAQ Exchange and AOL Platform-A. JackMyers Think Tank

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Magazine and Online Publishers Reinventing Business Models to Extend Brand Value. Profiling New York Magazine, ADSDAQ Exchange and AOL Platform-A. JackMyers Think Tank

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