Jason Wagenheim

To build a brand and establish yourself as a #thoughtleader, utilizing #PR to create a strong and positive public image is paramount. There’s a certain magic to it. The right story, told to the right media outlet, at the right time, can shape mainstream conversation and shift public perception on almost any topic. The right way to make that magic for maximum exposure? A combination of proactive media and reactive media. Read more in my piece for Advantage Media a part of the Forbes Books Authority Network. https://lnkd.in/dhxErTgH

20

I had the pleasure of joining Lou Paskalis, Tim Brown and the Association of National Advertisers to attempt to move the needle on buying quality media in lieu of cheap CPM inventory of questionable origin. Our panel dialogue, "Is the Programmatic Juice Worth the Squeeze," concluded it is because, among other things, quality media produces outcome metrics that matter. Drilling in specifically on news media -- a publishing category that continues to be in a world of hurt, Lou writes in AdExchanger that "... many presenters attempted to debunk the myth that brands that advertise adjacent to divisive or provocative content risk exposing themselves to backlash. Stagwell Global released research that showed virtually no difference in purchase intent for brands when their ads appeared next to editorial content, whether it was inflammatory or not. The question remains: Will marketers overcome their gut feelings in light of compelling research to the contrary?" I am always encouraged by this type of research, but I've come to expect that I'll be discouraged by the lack of change in media spend across trusted, professional journalism. IMHO, what we need to demonstrate *in addition to* these consumer sentiment findings is the hard data that shows equal or better RoAS (or other measurable outcome metrics) in the news content category. Evidence supports my hypothesis of better results in news vs. other content categories. For example, one recent TRUSTX advertiser experienced a 2.5x decrease in cost-per-acquisition on a campaign that was 59% targeted within news domains. News works because it's a lean-in environment where the audience is actively engaged. I am begging brands to give news a second chance. And not because its any advertiser's duty to save journalism, but because the stuff just works.

9

The decline in subscriber acquisition conversion rates is more pronounced in high-ticket and B2B subscriptions, where decision-makers are more conservative with their spending. Read more 👉 https://lttr.ai/ATyk3 #subscription #recurringrevenue #subscriptioneconomy #subscriptionmodel #subscriptionbusiness #membership #subscriptionservice #b2b #b2c

2

Breaking the misconceptions of advertising in media. If you’re not advertising with us, your competition will be. Ask me how you can utilize Audacy opportunities to grow your business. Radio Digital Streaming TV Any market. By demo By location Target your exact audience.

2

1 Comment