How WSJ Does Native, the Times‘ Growing Newsletter Portfolio, Instagram Strategies at Major Newspapers, Q&A With NatGeo Cartography Director, Apple Watch: A First Look, TFP’s Infographic Pick of the Week
Welcome to TFP’s roundup of news and tips for media industry pros! This week, we’re sharing stories about The Wall Street Journal‘s approach to native advertising, why the New York Times is growing its newsletter portfolio, how several major newspapers are tapping new audiences on Instagram, a Q&A with National Geographic’s head of cartography, and more.
- Trevor Fellows, head of global sales for Wall Street Journal parent Dow Jones, told Digiday that he’s all for native advertising, but it’s not a cure-all for what ails publishers and advertisers today. For one, revenue is good but margins are small, the report said, and because ads designed to look like editorial could confuse readers, the practice is risky for trusted news organizations like the Journal. Also, the effectiveness of the native model is still largely unproven, and publishers are under increasing pressure to show hard results. Aside from these challenges, the main focus at the Journal is to not just entertain but inform, Fellows said. “If it looks like a puff piece, nobody’s going to read it.”
- At The New York Times, newsletters now number more than 30, targeting audiences interested in everything from cooking to parenting to lifestyles. Poynter pointed out that newsletter portfolios are expanding at the Times and other media outlets in part because it’s easier to grab the attention of readers where they are instead of waiting for them to come to their sites, and publishers can better customize content for different audience segments, which increases the chances of higher engagement. An important shift at the Times is the use of editors over automated feeds to curate content, the report said, noting that the move has improved the quality and popularity of its newsletters. It also tests different versions and formats, analyzes customer data, and takes reader polls to stay on top of what audiences want to read and how they want it delivered.
- The American Journalism Review examined the Instagram strategies of several major newspapers, including USA Today, the Washington Post, and the Baltimore Sun, noting that while each uses the visual platform to engage readers in a variety of ways, all view it as a tool best used for promoting brand awareness and increasing reader engagement. And with more than 70 million photos and videos shared on Instagram every day, top news organizations are ramping up efforts to use the social site to tap new audiences, the report said. The Times already has 55,000 followers for its just-launched general Instagram account, in addition to followers of its fashion, travel, food, and sports accounts. Other Instagram successes include National Geographic (15 million followers), Time (1 million), and NBC News (400,000).
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Kaitlin Yarnall, executive editor at National Geographic magazine and director of cartography for the National Geographic Society, heads up the teams that produce maps, information graphics, and illustrations for the organization. She recently spoke with Communication Arts Insights about the creative aspect of cartography and how it’s similar to and different from graphic design. Yarnall also offered advice for photographers and designers looking to work for top creative organizations like National Geographic and shared details about a recent success and how she stays inspired every day.
- On the Technology for Publishing blog: To help you prepare for its April 24 release, we bring you a quick rundown of the Apple Watch, highlighting new technology that aims to make app navigation and connecting with people simple and seamless.
- Google’s big update is around the corner, and if you haven’t optimized your website for mobile, your search rankings could suffer. To help you survive mobilegeddon, TFP’s Infographic Pick of the Week explains what you need to know.
- ICYMI: TFP’s Margot Knorr Mancini details highlights of the recent Exceptional Women in Publishing conference.
Image: Twitter
This Week in Publishing appears every Friday on the TFP blog. Every week we compile interesting and noteworthy stories from the publishing world and put together a wrap-up to help our readers stay up-to-date. Think we missed something great? Leave a comment below and let us know!
Posted by: Monica Sambataro
