paid media

Communications Planning in 2013

The good people at WARC are keen to encourage people to start thinking early about planning themes for 2013 and so have asked me (along with a few other ad bloggers around the world) to put down a few thoughts on the subject. 

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Paid, Owned and Earned Media

My friend Nick has been busy working away on a shiny new book which has launched today, focusing on a way of viewing the communications world which is fast becoming the default: Paid media (paid for communication placed in third party channels), Owned media (brand assets with direct contact with consumers), and Earned media (customers as the channel, third party endorsements, word of mouth, advocacy).

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Bright Lights Project - Mainstream Media

One of the places the idiotic “Free = Paid” financial model perpetrated by new media zealots first took hold was in the media business itself, perhaps because there was no obvious way to avoid it. Newspapers and magazines found themselves giving away the very substance of their existence much the same way looters yanking TVs through broken store windows represented a new financial model for electronics retailing.

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Porous Paywalls

This piece by Felix Salmon is the smartest post on paywalls I've read in a long time. In it, he talks about how the porousness of the NY Times paywall is a feature, not a bug:

"It allows anybody, anywhere, to read any NYT article they like. That makes the NYT open and inviting — and means that I continue to be very happy to link to NYT stories."

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Sponsored Stories Highlight Media Overlap

Earlier this week Facebook announced its intentions to capture attention where it naturally lives--in the stream (or in the case of Facebook, your wall). The move signals what is likely going to become a standard for businesses hoping to become more visible and relevant to their audiences, it blurs three types of media (paid, earned, and social).

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Interactions, Engagement & Ecosystems

A "media" model composed of paid, owned and earned efforts is nothing new—however it’s useful to think about this landscape in tandem with the different ways we interact and engage which are enabled through technology. There are essentially three forms of digital engagement which can often overlap (engagement in a single initiative can include all three types) but each form can tend to dominate the experience. It’s important to remember that the type of engagement is contextual to what a participant wants to accomplish.

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Just How Badly Does Murdoch Need Google's Traffic?

The top story today was Rupert Murdoch sort of saying that News Corp might start using robots.txt on Google to prevent its stuff from being indexed. Or that's how it was interpreted on the internets anyway. Nevermind that he probably meant something different -- that News Corp will erect pay walls around its online content the way it now does with the Wall Street Journal: a headline and a paragraph of text for free, and everything else is paid.

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Thoughts On Paid + Earned 'Media'

by: David Armano

I'm not one of those people that believes the world is being totally upside down with how we get the word out about our products and services, but I do believe there needs to some acknowledgment of several models that need to work together (and right now I am only focusing on digital—that's big enough). So I'm in the process of sketching out a very high level model of 2 approaches which in my opinion will need to work in tandem in the not so distant future. The paid and earned models.

 

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Paid vs Earned Media - on Internet Is Fair Fight

by: Lynette Webb

This paraphrased quote comes from a March Ad Age article and is attributed to Matt Freeman, head of Tribal DDB. It isn’t a new point to make but I liked the simplicity of explaining it this way.
adage.com/abstract.php?article_id=125741

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