I say again, let us pay. Make the process as easy as possible. Make it invisible and transparent. Make us register once and once only. Walls are not the way forward, but walls are not the same thing as payment, and without some form of payment, the press will not be here in five years’ time. (more…)

Rupert knows the ad model of publishing is doomed. Print and broadcast command the heftiest premiums, and both are at risk of price and volume erosion as consumers cut their ties to offline media. (more…)

Good content isn’t fake. It doesn’t make promises that it can’t keep. It’s human and honest. It has a personality and a point of view. It’s intrinsically social. That’s why it engages us. That’s why we follow or like your brand.

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The dovetailing of editorial and advertorial aids in building a more personal relationship with the consumer and drawing them in. “It’s about getting a brand message across in a much more engaging and exciting way than a pure print advertisement. You’re telling a story, making it more emotional and getting the consumer to be more interested in that story. (more…)

It’s never been print vs. web – it’s attention vs. apathy. A bunch of people who care about the same thing is the most powerful, rare, and wonderful thing in the universe. It doesn’t matter how they find each other – web, print, a great disturbance in the force – it only matters that they find each other, and that they can do something with that shared attention to make the world a better place.

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On the “best” side, you’ll notice the subject lines are pretty straightforward. They’re not very “salesy” or “pushy” at all. Heck, some people might even say they’re “boring.” On the “worst” side however, notice how the subject lines read like headlines from advertisements you’d see in the Sunday paper. They might look more “creative,” but their open rates are horrible.

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“Publishers seemed to have this fantasy that iPad would allow them to call time out on the Internet,” Gene Liebel, a partner at the interactive agency HUGE, tells Fast Company. The idea is that for 10 years, publishing suffered from the Internet and its indignities, but that all of a sudden, thanks to the benevolent Steve Jobs, “now we’re back, now we’re gonna call a time out, start over, sell magazines at full price with immersive ads,” and so on. (more…)