Tag: marketing

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 »

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 »

by Julie Keck

1. Advice for new indie authors from self-publishing veterans (Betty Kelly Sargent / Publishers Weekly) 2. Literary lions unite in protest over Amazon’s e-book tactics (David Streitfeld / New York Times) 3. E-book authors rejoice, crowdsourced editing has arrived (Mike Kozlowski / Good e-Reader) 4. The marketing tools you need for any self-published book (Paul [...] more »

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 »

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 »

by Reuben Stern

Reported by Reuben Stern, Chelsea Stuart, Teddy Nykiel and Olga Kyle. This week we learn about a renewed effort to market the value of news, hear tips on keeping data secure, and explore the world of native advertising. PART 1: Marketing the value of news Amid ever-increasing online competition for readers’ attention, some news organizations [...] more »

by Sarah Juckes

It’s Christmas! Time for all you hard-working authors to gorge on mince pies and generally relax, right? Wrong! Christmas is one of the busiest times of the year for bookselling, and a really good time to be engaging with people, and letting them know about your book. Here are our top eight things authors can [...] more »

by Aaron Burcell

After reading Terri Thornton’s post about the phenomenon of companies marketing by creating content, I had absolutely no concerns for the future of PR and advertising for two main reasons. First, PR and advertising professionals have adapted to every successful content format and platform change because marketers are creative people. Secondarily, most companies don’t do [...] more »

by Terri Thornton

My high school-age son gets lots of information from lots and lots of colleges. One that caught his attention was a place I’d barely heard of — Flagler College. How did they do it? With videos. This is more than a mom being surprised at what her kid learned on the Internet. It’s an example [...] more »

by Guy Kawasaki

Wrap your mind around this: One of the most important factors that traditional publishers use to decide whether to acquire a book is the marketing platform of its author. You’d think that the main reason for approaching a traditional publisher is to reap the benefits of the publisher’s marketing, and you wouldn’t have to bring [...] more »