High Value Publishing

Eric Shanfelt

Each week, 28-year digital media veteran, Eric Shanfelt, helps magazine publishers and media companies grow their audiences, drive revenue, and improve their digital platforms. We'll cover revenue, audience and technology tactics including advertising, programmatic, SEO, social media, email, controlled and paid subscriptions, ecommerce, analytics, content distribution, and much more. Whether you publish an enthusiast / hobby magazine, a B2B trade magazine / association journal, a regional consumer / business magazine, or a local newspaper, each session will have something that you can immediately apply to your business. read less
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Episodes

SmartNews: What Publishers Need to Know
Sep 6 2023
SmartNews: What Publishers Need to Know
SmartNews is a rapidly growing news aggregator rivaling Google News and Apple News in usage. As such it can be an important part of an overall content distribution strategy for publishers.But publishers need to go in with their eyes wide open before agreeing to work with SmartNews.In this High Value Publishing session, Eric Shanfelt shows publishers how SmartNews pitches themselves to publishers, but how publisher content is used primarily to benefit SmartNews itself.You'll see how their "SmartFormat" prioritizes SmartNews revenue while giving publishers non-favorable positions for their own monetization and promotion. In addition, The SmartFormat specification and WordPress plugin use Google Analytics in a way that can be misleading. It can look like SmartNews is driving a lot of traffic to a publisher when, in reality, it's using the publisher's Google Analytics account to track content views inside the SmartNews app, not real traffic to the publisher's website.Finally, you'll learn how SmartNews has now launched its own advertising network directly selling to advertisers, thus becoming another competitor for media companies and publishers.Publishers, especially independent and niche publishers, need to be fully aware of these issues when deciding whether to work with SmartNews. SmartNews is indeed one of the fastest growing news aggregators in the market, but may not be the best fit for all publishers.Learn more at https://nearviewmedia.com/
Is Google a Publisher Friend or Enemy #1?
Aug 14 2023
Is Google a Publisher Friend or Enemy #1?
Is Google good or bad for publishers? A Department of Justice antitrust lawsuit against Google is bringing this question to the forefront.In this High Value Publishing session, Eric Shanfelt and his guest, Kenny Katzgrau of Broadstreet Ads, delve into the implications of the lawsuit and how publishers should best interact with Google. The conversation stems from a recent subpoena request by Google and the Department of Justice concerning ad tech, triggering reflections on Google's position as either a friend or foe to publishers.Google has a growing presence in the publishing industry not only through technologies like Google Ad Manager, Google Analytics and Google Tag Manager, but through initiatives like Google News Initiative (GNI) and the funding it provides to publishers. Despite some positives, publishers should be wary. There are inherent conflicts of interest as Google is a major industry competitor while simultaneously playing a significant role in education and support for publishers. The ongoing federal antitrust case against Google highlights this complicated relationship.The discussion emphasizes that publishers need to evaluate their reliance on Google's services and take Google's recommendations with a grain of salt. Publishers must differentiate themselves by offering unique products and partnerships that Google's platforms can't replicate. Publishers also need to approach Google's advice with caution realizing that Google is looking out for its own best interests.Learn more at https://nearviewmedia.com/