What Brands Need from Their Magazine Partners

first_img Folio: What’s something magazine brands can do better to meet the needs of their advertising partners? And when you look at the media mix modelling, it consistently tells us that it’s about making print and digital work well together. Different media partners bring different strengths to the table. From reach, to impactful advertising units, to impressive precision. Precious few bring real audience insight and data, which will be the most valuable elements in the future. Folio: You have a rich history of working with brands on the advertising side. What are brands looking for from their media partners? Mulhern: The digital transformation of brand marketing is about so much more than just a shift of dollars from one spreadsheet column to another. Creating brand preference is a complicated business because you are dealing with humans. Daniel Kahneman and Byron Sharp both do a good job of digging into the psychology of that. Folio: We hear conflicting information about ROI in the print-versus-digital debate. As someone who works with brands on strategy, what’s your take? The Economist’s Espresso app is a world class example of product reformulation to reflect a new consumption reality. They really thought about how to meet an unmet need. While not strictly a magazine, The New York Times is a client of ours and constantly amaze us with their ambition to redefine great journalism—from VR to news-by-text bot experiences. This is the seventh in a series of Q&A’s with speakers at the 2016 Folio: Show, Nov. 1 and 2 in New York. To view the full series, click here. Two great campaigns spring to mind immediately: the Rolling Stone Perception/Reality campaign is brilliantly simple and totally transformed the magazine’s fortunes with advertisers. The Economist’s “I never read The Economist’” poster created a cachet and reputation (and advertising visual style) that drove two decades of growth. No amount of programmatic retargeting can create that show-stopping impact of a great print execution, and no number of inside-front covers will give you a measurable way to drive conversion, so we learn to use them together in unique roles in the customer journey Mark Mulhern: The channels may change but the need never does — to reach the right audience at the right price and make an impact that drives the brand’s growth.  Mulhern: Continue to innovate where they engage with their audiences and help brands benefit from that. Mulhern: Ha! I’m an ad junkie so no way I can get it down to one! For more information about the Folio: Show, taking place November 1 and 2 in New York, click here. Folio: What’s something magazines are doing right? ​Mark Mulhern knows what’s going on inside a media buyer’s head. As eastern region president at iCrossing, the digital marketing arm of Hearst Corporation, Mulhern has his finger on the pulse of the very people that help magazine media companies pay their bills. Folio: Tell us about your favorite magazine ad campaign. Why did it work? As a featured speaker at the Folio: Show on November 1 and 2, Mulhern will host a session entitled, “Understanding the Buyer’s Perspective: What Marketers Need From Their Custom-Content Campaigns.” Here, he tells Folio: how magazines can adapt their offerings to better meet the advertising needs of brand partners. Mulhern: The good ones are all experimenting with new content types and new paths to monetizing that content. Two great campaigns for magazines that ran in magazines — meta, I know.  Cosmopolitan is a leading example of this in how they have made Cosmo the #1 Discover Channel for women on Snapchat and provided a whole new way for their advertisers to reach their audience — in terms of both platform and executional style.last_img read more

Man stabbed dead in Habiganj

first_imgMap of HabiganjA man was stabbed to death allegedly by his rivals over the previous enmity in Putijuri Bazar area of Bahubal upazila, Habiganj on Saturday night, reports UNB.The deceased is Wahid Miah, 40, son of Abdullah Miah of Mirer Bazar village in the upazila.Masuk Helal, officer-in-charge of Babubal model police station, said Wahid Miah got a contract of repairing a road in Mirer Bazar village. A Shahnaj Miah of adjoining village wanted some shares of the contract from Wahid.There had been an enmity between two of them over the issue, said the OC. They locked into an altercation in Putijuri Bazar around 8:30pm.At one stage, Shahnaj stabbed Wahid indiscriminately, leaving him critically injured. Being rescued, the victim was rushed to Bahubal upazila health complex where the duty doctors declared him dead.Shahnaj also hit three others as they tried to obstruct him. The injured were admitted to MAG Osmani Medical College Hospital.last_img read more

Minor girl drowns in Chandpur

first_img.A minor girl drowned in a pond at Tetuiyya village of Kochua upazila in Chandpur on Friday noon.The deceased was Tasnim Akter,6, daughter of Md Mosharraf Hossain of Buthunda village in the upazila.While playing near the pond, she slipped in the water and drowned, according to the locals.Locals traced her floating body and sent it to the upazila health complex where the doctor declared her dead, hospital source said.last_img

Survivor Of Mass Shooting Hopes Donation Will Prevent Future Tragedies

first_img 00:00 /15:44 Share To embed this piece of audio in your site, please use this code: Listencenter_img X It’s been nearly three years since a U.S. Army veteran opened fire at a Houston auto detail shop, killing one person and injuring a few others.One of those injured was Denise Slaughter. And while some survivors of such a violent crime might hold a grudge against their attacker, she did something else. She donated money to a local nonprofit called Combined Arms, which helps veterans transition back into society.In the audio above, Slaughter tells Houston Matters producer Maggie Martin she hopes her support of that organization will help address the root cause of what happened to her and perhaps prevent it from happening again. Denise Slaughter/TwitterDenise Slaughter survived the May 2016 mass shooting in West Houston.last_img read more

Mystery of bottle gourd migration to Americas solved

first_img © 2014 Phys.org This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only. For several decades, scientists have been wrangling with the mystery of how the bottle gourd, which is believed to be native to Africa and Asia, made its way to the Americas where it grew wild approximately 10,000 years prior to being domesticated. Some believed the mystery had been solved when a research team using DNA techniques reported back in 2005 that the bottle gourd in the Americas had Asian DNA, suggesting the gourd made its way to North America by early people carrying it across the land bridge that existed between what is now Alaska and Russia. In this new effort, the research team contradicts that earlier finding claiming that newer DNA analysis tools show that gourds in the Americas actually have African DNA, which suggests they made it to the New World by floating across the ocean.To settle the matter once and for all, the researchers analyzed 86,000 base pairs taken from samples, rather than the meager three markers used in the 2005 study. It proved, the team says, that the bottle gourd found its way to the Americas from Africa on its own, grew wild for a time and was then cultivated. To further bolster their claim, the team created a computer simulation of bottle gourds and the waters through which they would have had to travel. The simulation showed it was possible the gourds could have traveled to the ocean via African rivers or streams, then made their way across the ocean via currents to the coast of South America, all in just nine months—a short enough span to allow for the seeds contained within to grow once reaching land.The new research appears to settle the matter of how the bottle gourd got to the New World, but questions still remain, such as how it got to Asia, and why are there so few wild variants of the bottle gourd anywhere in the world today? Journal information: Proceedings of the National Academy of Sciences Citation: Mystery of bottle gourd migration to Americas solved (2014, February 11) retrieved 18 August 2019 from https://phys.org/news/2014-02-mystery-bottle-gourd-migration-americas.html More information: “Transoceanic drift and the domestication of African bottle gourds in the Americas,” by Logan Kistler et al. PNAS, www.pnas.org/cgi/doi/10.1073/pnas.1318678111AbstractBottle gourd (Lagenaria siceraria) was one of the first domesticated plants, and the only one with a global distribution during pre-Columbian times. Although native to Africa, bottle gourd was in use by humans in east Asia, possibly as early as 11,000 y ago (BP) and in the Americas by 10,000 BP. Despite its utilitarian importance to diverse human populations, it remains unresolved how the bottle gourd came to be so widely distributed, and in particular how and when it arrived in the New World. A previous study using ancient DNA concluded that Paleoindians transported already domesticated gourds to the Americas from Asia when colonizing the New World [Erickson et al. (2005) Proc Natl Acad Sci USA 102(51):18315–18320]. However, this scenario requires the propagation of tropical-adapted bottle gourds across the Arctic. Here, we isolate 86,000 base pairs of plastid DNA from a geographically broad sample of archaeological and living bottle gourds. In contrast to the earlier results, we find that all pre-Columbian bottle gourds are most closely related to African gourds, not Asian gourds. Ocean-current drift modeling shows that wild African gourds could have simply floated across the Atlantic during the Late Pleistocene. Once they arrived in the New World, naturalized gourd populations likely became established in the Neotropics via dispersal by megafaunal mammals. These wild populations were domesticated in several distinct New World locales, most likely near established centers of food crop domestication.center_img Explore further (Phys.org) —A team with members from several institutions in the U.S. has finally set to rest the mystery of how the bottle gourd found its way to the Americas. In their paper published in Proceedings of the National Academy of Sciences, the team explains that new DNA analysis has revealed that the bottle gourd made its way to South America by floating over from Africa. Lagenaria siceraria (Molina) Standl. Credit: Wikipedia. Bottle released by US scientist in 1956 foundlast_img read more

Youth held for passing lewd comments attacking woman

first_imgKolkata: At a time when the people who had beaten up a young couple for “being too close” in Metro railways are yet to be identified, two women were allegedly attacked by a youth, as they were smoking cigarettes.The incident took place between Jadavpur and Baghajatin on Thursday night. The police took immediate step regarding the incident and the youth was arrested.Police came to know after preliminary investigation, that two girls were waiting at Jadavpur to take an auto-rickshaw and they were smoking. Also Read – Heavy rain hits traffic, flightsIt was alleged that the youth, who had also reached to take an auto-rickshaw from the same point, started passing lewd comments at the women. The women had protested initially, but in a bid to avoid further deterioration of the situation, they boarded the auto-rickshaw. The youth boarded the same auto-rickshaw and he allegedly continued passing indecent comments at the women.The situation turned worse when the auto-rickshaw stopped near Baghajatin. They youth got down from the auto-rickshaw and attacked one of the women. Also Read – Speeding Jaguar crashes into Merc, 2 B’deshi bystanders killedThe auto-rickshaw driver and some local people intervened and brought the situation under control. There was a police van patrolling in the area. Policemen immediately went to the spot and picked up the youth.The police are looking into all aspects of the case and they have also spoken to local people who had witnessed the incident. Meanwhile, a complaint was lodged with Sinthee police station situated in the extreme north end of the city, in connection with the incident in which a few girls were thrashed by some people outside Dum Dum Metro Station, while protesting against the attack on the young couple for “being too close” while travelling in Metro. The girls alleged that they were undertaking a peaceful agitation, when all of a sudden they were attacked. Initially, there was a heated exchange of words. It was alleged that they subsequently started beating them up for raising their voice against such an incident.last_img read more

Compensate owners whose lands may be acquired for Bagdogra airport expansion

first_imgKolkata: State Chief Secretary Moloy De has written to the Airports Authority of India (AAI) seeking compensation for the tea garden owners whose lands can be acquired for the expansion of Bagdogra airport in Siliguri.The existing airport infrastructure is inadequate to handle the rising volume of traffic. So, AAI had asked for 132 acres of land from the state government for expansion.”The facilities of a modern airport needs to be developed at Bagdogra. Landing of big airbuses is still a problem. The security lounge and the seating arrangements also need revamp. We are in constant talks at the government level for acquiring land. But the AAI should pay the money,” a senior official said adding that cargo flights from the airport can also be a viable option. Also Read – Heavy rain hits traffic, flightsThe state government has already given 24 acres for facilitating night landing and talks were on with two tea gardens — Gangaram Tea Estate owned by the Duncans and Bagdogra Tea Estate so that the plots could be utilised for the requisite expansion.The expansion could be done on either of the tea garden lands.It may be mentioned that the AAI had announced an investment of Rs 300 crore for meeting the expansion expenditure.However, it wants the land to be bought by the state government and handed over to them in the form of its equity contribution.last_img read more