MarketingShift

Photo by Shannon Kringen on Flickr and used here with Creative Commons license.
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AdvertisingShift
by Dorian Benkoil

It’s often said that every company is a media company. Red Bull has embraced that maxim in a full-throated way. Not only does the Austrian energy drink maker create TV shows, magazines, movies, books, music and more, but they also distribute their creations everywhere from newsstands, to theaters, TV, YouTube, mobile apps and, of course, […] more »

Business
by Reuben Stern

This week, we explore a new way to understand audience behavior developed by the American Press Institute, and we learn about a tool called Desk-Net that helps newsrooms manage staff and stories across platforms. PART 1: Metrics for News The American Press Institute has developed software that enables news outlets to better understand which types of stories […] more »

Business
by Kevin Roberts

The marketing landscape has changed exponentially over the last decade as both marketers and consumers have become more sophisticated, technologically adept, price smart and conscious of the impact of having a good reputation. Technology has reset the value equation across the spectrum of audience engagement. Power has switched from the supply side to the demand […] more »

Business
by Reuben Stern

This week we explore examples of how two newsrooms are using the social platforms Vine and Snapchat. PART 1: Mashable + Vine Mashable has heavily experimented with the 6-second video app Vine since the app launched in early 2013. Along the way Mashable received a Shorty Award for its work on the platform and, this summer, crossed the milestone of having 100,000 followers to […] more »

Business
by Molly Yanity

As we embark upon the 2014-15 academic year, it seems every time we turn around, another announcement is made that a school is launching a sports communication program of some sort. Big schools like Arizona State and Georgia are doing it. Small schools are doing it, too. In 2007, Dr. Marie Hardin – now dean […] more »

MarketingShift
by Reuben Stern

This week we see how a platform like Newscred is helping brand marketers assemble news stories to engage current and potential customers, and we find out what attributes contribute to a video going viral. PART 1: Content marketing via Newscred Newscred is one of several content marketing platforms designed to help commercial companies curate content for […] more »

Business
by Kathleen Bartzen Culver

When it comes to media work and the teaching of it, I loath the phrase, “the dark side.” It goes something like this: “You teach journalism and PR in the same department? I stay away from the dark side.” “You went from a newsroom to the dark side?” “You study branding and ethics? Didn’t know […] more »

AdvertisingShift
by Julie Keck

Native advertising is still a much embattled practice, with some struggling to define practices, others declaring it a temporary fix, or still more seeing it as a work in progress. No matter which way you see it, it’s here now. I recently had the opportunity to sit down with Forbes Chief Revenue Officer Mark Howard […] more »

AdvertisingShift
by Reuben Stern

Reported by Reuben Stern and Olga Kyle. This week we see how Tagkast is getting brand messaging into photos shared in Facebook, and we learn how Inside Social works to find influencers and track the way content moves through social media. PART 1: Branding photos with Tagkast Tagkast is a social media marketing company that helps […] more »


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MediaShift explains how traditional media such as newspapers, magazines, radio, TV, music and movies are changing with digital disruption and adapting their business models for a more mobile, networked world.

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