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    “In the past one or two years, I’ve been reminding colleagues that we are not a newspaper company — we are a media company. The frame of change of mind is very important.”
    From “meltdown” to “roll-up” to (of course) “fake.”
    “It’s important politically how this is going to play out.”
    Led by the cofounder of Square, Invisibly promises “four-figure CPMs” and a way to make big money off readers who won’t subscribe. It says it has most of the U.S. digital news industry on board. But is it just “an ad network dressed up as a savior for news sites”?
    “How do we produce business models which will support durable, robust journalism? Or do we just give up on the idea that advertising is the right model?”
    Will more than 2 percent of digital readers ever pay for news? “There is a whole universe living between ads and subscriptions.”
    His new startup Scroll aims to target readers who are engaged but not willing to sign up for a dozen digital subscriptions across their favorite sites. “Publishers have to make more money from this than they would have from advertising. Which, thankfully, is increasingly easy to do.”
    Is Tronc’s acquisition of the New York tab a linchpin to a national strategy, or just another declining property to add to its portfolio?
    “What we want to do is create the best possible place to support great content. How does the best media in the world work? In almost every case, the best media is supported by those who consume it.”
    A step back to look at the news lessons of this summer.
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