Publishers: Paywalls Need to Die. There’s a Better Way to Monetize

Paywalls have become commonplace in digital publishing, but they’re ineffective and create a barrier to the free press. Instead, publishers must use advertising to monetize new channels and give consumers the content they crave for free. Back in the 90s, when publishers began moving their content online, there emerged a range of strategies: only the major headlines for some, whole editions for others. As they built a web presence, an entirely new genre of digital-only

Digital Behavioral Data: The Best-Kept Secret to Striking the Right Chord with Gen Z

The most successful marketing strategies are fueled by a deep understanding of the people they are designed to reach. And, considering age is one of the most common predictors of differences in attitudes and behaviors, looking through a generational lens has long been a useful way for marketers to establish empathy for their audiences. Today, forward-leaning corporate decision makers are focusing in on Gen Z, born after 1996, and rightfully so. This generation will shape

Generational Marketing: Understanding Different Age Groups and Their Preferences

Marketers always look for new ways and strategies to reach their target audience and get the best results out of marketing campaigns. Generational marketing is one such strategy that provides marketers an opportunity to penetrate deep into the targeted audience and better understand the digital needs and preferences of their market. What is Generational Marketing? Generational marketing is the process of dividing the audience into segments based on their age. In the marketing world, the