Selling One Ad Across Many Screens

first_imgAlmost immediately after Apple founder Steve Jobs introduced the iPad to much fanfare last January, publishers everywhere began trying to figure out how to create content and advertising for the new platform.Meanwhile, advertisers are telling publishers that they want to be able to create campaigns and execute them across the widest universe of devices, particularly mobile platforms. Yet despite all this great news, it’s not clear how much revenue publishers are actually earning from this advertising. The Financial Times announced recently it has generated about $2 million with advertising on its iPad app, but few other publishers are yet describing similar success.As The Knot-the wedding planning Web site and magazine-began work on the iPad app, they decided to focus exclusively on the user experience-and not include any advertising-for the first issue launched in October. The only advertisers involved in the iPad app are Magazine Directory advertisers already in The Knot’s interactive product guides. “We saw this an opportunity for the magazine to be displayed as it’s intended to look, with dramatic layouts-and at the same time, we can layer on the Internet experience,” says site director Miles Stiverson. “We wanted to develop the very best product we could and really figure out how we will reinvent our magazine for the iPad.” Yet those conversations ultimately led to greater clarity about what sorts of advertising would work best on an iPad, say Stiverson. “I’ve seen ads where you land on a page and press a button and it reveals content you wouldn’t have seen otherwise. The iPad makes you stop on a page and examine it closely to see if there is any interactivity to play around with.”In the next issue, The Knot will include simple sponsored sections and videos, plus some custom interactive tools. Editors and developers there had already launched two iPhone apps, both in 2009. The first was called “Wedding 411,” a mobile message board that allows brides-to-be to connect with each other on the go. The second app took the popular “Wedding Dress Look Book” from the Web site and turned it into a searchable and sortable wedding dress finder. Only Wedding 911 has had any advertiser involvement.Hearst sees the best results from selling tablet pages, which appear in apps for brands such as Esquire, Popular Mechanics and O, The Oprah Magazine. “They appear in a very similar fashion to print pages, but the end user will have a much richer user experience once they engage with the ad depending on the level of functionality incorporated within,” says Avi Zimak, advertising director of tablet media at Hearst.Mobile ad pricing for Hearst varies depending on whether the application is a utility-based app (stand-alone app) or a digitally enhanced version of the magazine. “Pricing can also vary by magazine brand,” says Zimak. “We do believe many of our apps warrant a premium, as we are limiting the number of advertisers that appear within these apps so the advertisers can showcase the richness of their brands via the individual functionality.” QR Codes for MobileNot everyone is caught up in the mobile app scramble, however. Developers at Budget Travel have taken a different-simpler-approach to mobile content and advertising. Instead of creating mobile and tablet versions of the magazine and Web site, they’re launching a QR code application for mobile phones. QR codes are matrix barcodes readable by QR scanners and mobile phones with cameras.The QR codes appear in the magazine next to travel tips. When readers point their phone at the QR code, they’re led to a mobile-enabled Web site consisting of more travel tips, plus the ability to share those tips in social networks and elsewhere online. “We wanted to do this because we’re really interested in how we can deliver our content across different platforms in ways readers and advertisers want,” says Lisa Dickens Schneider, general manager of digital products at Budget Travel.The launch sponsor is La Quinta Inns & Suites, which will have a full-page magazine ad facing the travel tip content, as well as branding within the QR code copy. When users land on the mobile site, they will also see La Quinta branding, essentially turning the experience into a custom mobile microsite.”If you’re working for a multimedia brand, you have to understand that advertisers are also moving toward more integration,” Schneider says. “And you have to understand how the brand behaves in each medium, and what are the benefits of each medium. The smart advertisers are starting to understand how to reach people in different ways. The content I want on my phone is not the same as what I want on my big screen computer.”One Ad, Many ScreensThat said, creating content and advertising campaigns across multiple devices with different screen resolutions is complicated-one reason why mobile and tablet advertising remains the Wild West right now, according to digital strategy and user experience according to consultant Jonathan Hills.”This is a much more fluid world than PCs,” he says. “Ad sales teams are struggling to understand how to sell and what the rates should be and even how to serve the ads from a tech standpoint.”Hills, who launched two iPhone apps for Reader’s Digest Association while he was general manager at readersdigest.com last year, ultimately decided to sell the campaigns on a fixed-price basis. The ad sales team offered advertisers 100 percent share of voice on its Life IQ app, launched last February, for, say, $20,000 per month-as opposed to guaranteeing a certain number of impressions or even downloads. The main selling point was being associated with something cutting-edge.The Life IQ app, a trivia quiz on everyday life, is free. So far, about 50,000 users have downloaded it, but there have been no ads to date. The second app, Word Power, launched in April for $2.99 per download. It did not include ad integration.”We were telling a compelling story, but it’s still difficult,” says Hills. Sponsors know how to measure visitors to a Web site-currently about 3 million per month to readersdigest.com. But they don’t know how to price downloads of an app that may or may not ever be used, since 70 percent of all apps aren’t used after their initial few weeks of residing on someone’s phone or tablet device.”Advertisers want to know what they’re measuring,” says Hills. “But there are no meaningful benchmarks.” For instance, Comscore is an imprecise Web site traffic measurement device but it’s the industry standard because it’s operated by a third party-neither publisher nor advertiser. Nothing like this yet exists for mobile devices.Hills believes that, ultimately, iPad apps will be more interesting to sponsors in large part because the screen is so much bigger. At the moment there are three types of advertising on the iPad: the desktop Web site ads displayed in the browser; the iPhone-style ads and banners on applications, and an advertising opportunity that is totally unique to it-interactive print. That allows for full-page ads, larger photos, video content and 360-degree product tours.”It’s a much more tactile device, too,” Hills says. “It does present a unique opportunity to get people to do things” such as sign up for a coupon or watch a video.He predicts there will be mobile advertising standards in place by the end of 2011. “The big players are making moves to establish coherent standards,” Hills says. “But before that happens there will be a period of experimenting. People are trying to figure out what sorts of campaigns they want to be running.”last_img read more

LETTER TO THE EDITOR Anonymous Internet Troll Is Misusing My Familys Name

first_imgDear Editor,As an Everett, I was irate to learn that my family’s name was used in an attempt to smear a political candidate.  The Everetts were long time residents of Wilmington.  My mother ran a successful dancing school and donated proceeds to help build the Health Center.  My father volunteered for years in Little League, Pony League and Pop Warner.  He helped to build the Little League field by the Police Station and a skating rink behind the South School.  I grew up in Wilmington and taught for 30+ years as Miss Everett, Mrs. Mosca, or Mrs. Farrar.The name Jack Everett comes from the Urban Dictionary. As copied from the Urban Dictionary:“Jack Everett – a strong leader that sticks up for other people and he will always put others first. lovely eyes and hair. good at sports, he isn’t arrogant, girls drop even when he is standing. he will fight to protect his friends and family”Perhaps, the person who hid behind a cartoon character and our name sees this as themselves.  However, I question their integrity.  Our family will fight to protect our friends and family, which is why I am writing this.   We do not want to be attached to negative campaigns.For 63 of my years, I have lived and/or worked in Wilmington.  I am invested in Wilmington.  I am angry that our family name has been used in this way and to have been called on this by another hurts all the more.I hope that the people of Wilmington will vote on Election Day and will vote wisely.Sincerely,Sheryl Everett FarrarLike Wilmington Apple on Facebook. Follow Wilmington Apple on Twitter. Follow Wilmington Apple on Instagram. Subscribe to Wilmington Apple’s daily email newsletter HERE. Got a comment, question, photo, press release, or news tip? Email wilmingtonapple@gmail.com.Share this:TwitterFacebookLike this:Like Loading… RelatedLETTER TO THE EDITOR: Selectman Mike McCoy Defends Himself From Attacks From Tewksbury Selectman CandidateIn “Letter To The Editor”LETTER TO THE EDITOR: Now I Know Why Residents Don’t Attend Board Of Selectmen’s MeetingsIn “Letter To The Editor”LETTER TO THE EDITOR: Bendel & Caira Are Serving For The Right Reasons, Care About ALL ResidentsIn “Letter To The Editor”last_img read more

Diljit Dosanjhs epic reaction when Sunny Leone touched him for the first

first_imgSunny Leone, Diljit DosanjhYouTube ScreenshotThere’s no second thought that Diljit Dosanjh must have had a blast shooting with Sunny Leone in Arjun Patiala’s song Crazy Habibi Vs Decent Munda. And we don’t even blame him if the Punjabi singer-turned-actor gets as smitten by Bollywood’s new generation Laila as everyone else in this world.As we all know that when it comes to projecting your feelings to the girl you are crushing on, Diljit is the one person who you can look up to. We all have seen how Diljit would storm Kylie Jenner’s Instagram and leave a romantic comment in Punjabi. But when Diljit was seen dancing around Sunny in Crazy Habibi song, she made him blush like a tomato with her magical touch.So when Diljit came across a meme featuring him and Sunny Leone about that reaction when a girl touch you for the first time, he couldn’t resist himself from sharing it on his Instagram timeline. Arjun Patiala is a comedy film set in Patiala. The quirky film showcases the story of a police officer (Diljit) who is known for his quirky, original and unusual ways to solve crime and how his life changes when he meets a news reporter (Kriti Sanon). The film, which also stars Varun Sharma and directed by Rohit Jugraj, is all set to release on July 26.last_img read more

ONGC RIL to gain as gas prices set for a steep hike

first_imgA technician is pictured inside a desalter plant of Oil and Natural Gas Corp (ONGC) on the outskirts of Ahmedabad, India, September 30, 2016.Reuters fileCompanies such as Oil & Natural Gas Corp and Reliance Industries will be the biggest beneficiaries, if the government raises domestic natural gas prices next week.Indian government may raise domestic natural gas prices to its highest level in two years, PTI reported on Thursday citing sources close to the development.Price paid to most of natural gas produced from domestic fields is likely to be hiked to $3.06 per million British thermal unit (mmbtu) from April 1, from current $2.89, the report said.The move, if implemented, will translate into higher compressed natural gas (CNG) price and increase cost of electricity and urea production.For every one dollar rise in natural gas price, state-run ONGC’s annual net revenue increases by Rs 4,000 crore and net profit by Rs 2,300 crore.The impact on oil-to-telecom conglomerate Reliance Industries’ profitability is not likely to be as significant given the company’s low gas production of about 4.9 million metric standard cubic meters per day.While the increase in gas price will boost earnings of producers, it will also lead to a rise in CNG price and natural gas piped to households.As per the new gas pricing formula, gas prices are to be revised every six months based on average rates in gas-surplus nations like the U.S., Russia and Canada.Gas price was last hiked to $2.89 per mmbtu for October 2017 to March 2018 period from $2.48 earlier, which was the first hike in nearly three years.last_img read more

DC AllBoys High School Set to Open in Fall 2016

first_imgWashington, D.C.’s only all-male, college preparatory high school is set to open in the fall. And, its principal, Dr. Benjamin Williams, can’t wait for the premiere of the Empowering Males High School, located on the campus of the former Ronald Brown Middle School in Northeast D.C.“For 15 years, I have thought about leading a school that catered to young men,” he said. “I wanted a place where young men could come and be comfortable with who they are. That dream came true last year.”On Jan. 21, 2015, D.C. Mayor Muriel Bowser (D) and D.C. Schools Chancellor Kaya Henderson announced the implementation of an all-male public high school. This was part of an initiative to improve the academic performance of boys of color in the District’s public school system. Bowser’s actions are a complement to President Obama’s “My Brother’s Keeper,” an effort to improve the lives of young men of color.Despite concerns by D.C. Council member Mary Cheh (D-Ward 3) and the local chapter of the ACLU that an all-male public school may be unconstitutional, D.C. Attorney General Karl Racine (D) ruled that the school is on solid legal ground.Williams said the school is open to all males of any color and every economic class. “We want to create a climate of academic success that will prepare young men for success in the post-high school world,” Williams said.In a break from the educational norm of focusing academically on STEM (Science, Technology, Engineering and Mathematics), the school will specialize in the humanities, including modern and classical languages such as Spanish and Latin as well as studying literature and writing.“This is not a STEM school,” William said. “We will have a STEM component in terms of math and science but we want our students to focus on the liberal arts and such disciplines as music. We want our students to be college ready with the ability to think critically.”For example, Williams said his students are taking Latin – considered a “dead” language because it is no longer spoken or written – because it can help them break down the meaning of words that they might not initially recognize.“I learned the value of Latin while teaching at the School Without Walls (a grade school in Northwest D.C.),” he said. “Latin is the basis of English and other languages and if you understand Latin, you can pick up the other languages easier.”There is a belief among some educators that all-male institutions must be disciplinarily harsh in practice. Williams rejects that theory. “I believe in disciplining young men and I think the way to reach them is to set high expectations,” he said. “I find that if the young man sees that he can trust you, he will strive harder to be a better student. You may see instances that the young men will police themselves if the trust is there.“We will also emphasize young men talking through situations instead of dealing with problems through confrontations.”Williams said he wants a racially and gender diverse staff to work at the school including teachers who want to work with young men. He said it didn’t matter whether the teacher is a graduate of a historically Black college or university or a Teach for America recruit, “they must be at the school for the right reasons.”“We will support teachers who want young men to be successful and will provide professional development to that end,” Williams said.Teaching has been a central part of Williams’s life. He received his bachelor’s, master’s and doctoral degrees at the University of Virginia and started as a high school social studies teacher in Charlottesville, Va. His most recent position was as the associate principal at the elementary school-middle school portion of the School Without Walls at the Francis-Stevens Education Campus in Northwest D.C.Tierra Jolly, Ward 8 D.C. Board of Education member, is scheduled to meet with Williams in the near future and is looking forward to the interaction. “The Empowering Males of Color initiative is a good starting point for our young men to become achievers in the classroom,” she said.Jolly hopes the District school system will work on a similar program for young women soon.The school will start classes in August with just ninth-graders and will add a grade each year. The first graduating class is expected in 2020.last_img read more

Carnival Horizon adds long weekend cruises to Bermuda to its inaugural season

first_img Posted by Travelweek Group Share Carnival Horizon adds ‘long weekend’ cruises to Bermuda to its inaugural season MIAMI – Carnival Cruise Line’s new Carnival Horizon is setting its sights on Bermuda with a series of four-day cruises from New York in spring and summer 2018.The voyages are part of the ship’s inaugural season that includes previously announced sailings to Europe from Barcelona and the Caribbean from New York and Miami.The four-day ‘long weekend’ cruises will depart Thursdays and feature a full-day visit to Bermuda. Five four-day Bermuda cruises will be offered, departing May 24, June 21, July 19, Aug. 16 and Sept. 13, 2018.Including the five Bermuda sailings aboard Carnival Horizon, Carnival Cruise Line will offer 18 different voyages to the island in 2017-18 departing from five East Coast homeports: Baltimore, Charleston, New York, ‘Port Canaveral and Fort Lauderdale.Carnival Horizon is set to debut April 2, 2018 with a 13-day Mediterranean voyage from Barcelona, the first of four roundtrip departures from this Spanish port. Currently under construction, the ship will offer a groundbreaking ‘bike-ride-in-the-sky’ attraction called SkyRide, an IMAX Theatre and a massive WaterWorks aqua park featuring a water tube slide. Plus, a wide range of accommodations will be offered, including spa cabins with exclusive privileges at the luxurious Cloud 9 Spa, extra-room staterooms in Family Harbor, and tropical-inspired Havana staterooms and suites with daytime access to a Cuban-themed bar and pool.center_img << Previous PostNext Post >> Thursday, February 16, 2017 Tags: Carnival Cruise Linelast_img read more