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Readers Speak Out

  • BoSacks Readers Speak Out: On Native Advertising, Vogue's Print Ads, Conde Interns, Newsweek.

    BoSacks Readers Speak Out: On Native Advertising, Vogue's Print Ads, Conde Interns, Newsweek.

    BoSacks Readers Speak Out: On Native Advertising, Vogue's Print Ads, Conde Interns, Newsweek. 

     

    RE: Native Advertising

    I know I'm a little late with this opinion, Bo, but regarding "Native Advertising" or whatever we're calling it, this is my take, which I stand behind personally and publicly:

     

    When we make content decisions driven by any criterion other than what the reader finds most interesting, we're damaging the relationship between our brands and our audiences. If we are to preserve the value of branded content, we'll have to continue to draw a vivid distinction between our content and the content sponsored by advertisers.

     

    Engagement is the only meaningful measure of our success. It's the foundation of our business.

     

    In the current media environment - replete with alternative sources of content - we in the branded-content business are distinguished by the fact that we share our audiences' passions and that we are authorities in our fields. Plus, we measure the reader's engagement with every piece of content to make sure we understand their preferences. Then we serve those preferences, exclusively.

    by Bob Sacks
    Posted September 15, 2013
    (0) Comments

  • BoSacks Readers Speak Out: On  Defending Print the Right Way

    BoSacks Readers Speak Out: On Defending Print the Right Way

    BoSacks Speaks Out: Defending Print the Right Way

    Hello Bob,  I wanted to send you a brief note regarding your AR article:

    AR is a technology that obviously has some very effective applications in the print world, however I agree with your caution expecting it to be the savior of print. Like most all medications, very effective when administered at the right time for the right ailment but no one medication cures all!

    (Submitted by an Industry Consultant)

     

    BoSacks Speaks Out: Defending Print the Right Way

    Hi Bo.  I completely agree and if my memory is correct this was one of our conversations when we first met. 

    One minor distinction that may be worth noting is that a large portion of the printed word appears on packages (rather than publications), where AR, QR or new platforms such as Touchcode may have a bit more utility.  Best Regards and I look forward to seeing you in October.

    (Submitted by a senior manager of an Industry Supplier)

     

    BoSacks Speaks Out: Defending Print the Right Way

    Outstanding and thoughtful article. I agree with you, as good as AR can be, and useful too, in the right conditions, it is a distraction to the printed product of a magazine. Where it should be used and is hardly ever visible is in point of sale situations. When consumers are in the store and the cell phone is out and in hand already with price comparison shopping. That is the right time for 2D codes to be ever present. It could MAKE the sale. All print packaging should be loaded with AR, and magazines less so.   (Submitted by a Publisher)  FOR THE COMPLETE ARTICLE

    Posted August 31, 2013
    (0) Comments

  • BoSacks Readers Speak Out: Facts on Mag Circ, IDEAlliance Response:  Magazine Ad Revenues Plunge

    BoSacks Readers Speak Out: Facts on Mag Circ, IDEAlliance Response: Magazine Ad Revenues Plunge

    BoSacks Readers Speak Out: Facts on Mag Circ, IDEAlliance Response:  Magazine Ad Revenues…

    by BoSacks Readers
    Posted August 09, 2013
    (0) Comments

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