Some have referred to the current marketplace as the ‘golden age’ of online advertising, with the advent of 3G technology and the iPad craze. But the publishing industry seems to be missing out on at least part of what could be a $50 billion ad spend. Time spent with print media accounts for 12 percent of users’ consumption and 26 percent of ad dollars while Internet usage accounts for 28 percent of user consumption at just 13 percent of ad dollars, according to Morgan Stanley analyst Mary Meeker.That’s the story at Hearst’s Popular Mechanics. Online advertising is up 46 percent over last year, outpacing print which is up 25 percent. But print represents 89 percent of the magazine’s total revenue. Most advertisers take an integrated approach of using both print and online advertising. “With any advertising—online, in print, on mobile platforms—you strive to engage the reader or user,” says publisher Bill Congdon. “If they aren’t connecting with your message, that’s a misstep and a lost opportunity.”These days, publishers and advertisers are trying to make content and advertising available for all devices— desktops, iphones, androids and the iPad. Advertisers want to be able to create a campaign and execute it across the widest universe of devices to get the highest possible reach of the targeted audience, says Boris Fridman, CEO of Crisp Wireless, a rich media platform provider used by Popular Mechanics. “There’s a convergence now with online and mobile as mobile devices become more sophisticated with rich media,” he adds. “The difference certainly gets blurry. Rich media is almost a must.”The rich-media ads that ran on Popular Mechanics’ iPad issue, which was released over the summer, performed well against the goal to engage users by providing additional value, Congdon says. The interactions were not created for the sake of novelty, but rather for deeper information related to an advertiser’s message, he says. The model the magazine used was to take the print ad as the foundation and build interactivity into the ads, based on what the marketer wanted. For example, for Inifiniti, the advertiser had multiple pictures of a vehicle for the iPad. The History Channel ran an ad with embedded video from its upcoming series, “Ice Road Truckers.” For Stanley tools, the publisher built in ‘hot spots’ that when clicked on, would provide more information. One overriding component of the ads, which all performed well, according to Congdon, was the easy option to pull out of the interactivity. “All of the ads linked to the advertisers’ Web sites, but most importantly, we built that function so that once done browsing, the user clicks a ‘done’ button and is directed back to the ad in the application,” he says. “The application itself never closed, so there was not a chance of getting lost in cycberspace.”The Next Big ThingWhat’s quickly growing as the device of choice is the iPad. In fact, after selling a million devices of its new tablet computer in less than a month, Apple’s iPad is one of the fastest-growing new consumer computing devices ever. There are three types of advertising on the iPad: the desktop Web site ads displayed in the browser; then the iPhone-style ads and banners on applications, and there’s another advertising opportunity that is totally unique to it—interactive print, says Fridman. This new opportunity is generally the same print ad seen in a magazine, but the ad is converted to an interactive ad displayed as a page within the iPad, he explains. “The iPad is an interesting device because it opens advertising to a new type in a different fashion,” Fridman says. “This is exactly what we’re doing, delivering ads in digital magazines.” Mobile devices have the added benefit of being able to capture a user’s location to deliver a geographically relevant ad, such as an ad for a restaurant in the area of the user. There are certainly best practices and pitfalls. Congdon says that one of the most critical elements of an online or mobile ad is its placement proximity to relevant content. “Our auto aftermarket clients—Pennzoil, Bridgestone—perform well because they are surrounded by useful auto DIY content, which is the reason the online user is in that content area,” he says.As for pitfalls, there are several. In the early days, pop-ups quickly became the advertising ‘don’t’, but those largely went away after the advertising community and the IAB together established some rules, Fridman says. In fact, the IAB Pop-Up Task Force found that 90 percent of users found pop-ups to be ‘annoying’ and more than 50 percent cited a ‘very negative affect’ to brands using pop-ups. These days, concerns surround advertiser transgressions with mobile applications. “There are things in mobile that advertisers need to care about,” Fridman says. “Mobile is a personal device, and if I see advertising that’s completely irrelevant to me, I’ll be displeased. If it interrupts what I’m doing and takes me away from that application, that’s a huge problem for me. When I get a text message, it had better not be from any promotions in my inbox. I’m not happy when that happens. But at the same time, if done right, mobile ads can be engaging and deliver value.”SIDEBARPopular Mechanics’ Most Popular Ad SpecsPopularMechanics.com recently switched over to the Hearst Magazines Digital Media platform and got an online redesign as part of the process. Here’s a look at some of the magazine’s top online advertising performers, according to publisher Bill Congdon:ONLINE 1) 500×500 Interstitial2) 1000×124 (Master Masthead, actually a custom oversized leaderboard)3) 336×280 (LREC, or large rectangle)4) Sponsorships. 100% Share of Voice of all banners in targeted sections (i.e., Combining/running at same time the Master Masthead and LREC). IPAD1004×768 pixels132 dpi/ppiRGB color specs, layered PSD files
Publisher-association relationships aren’t foreign to the B2B world, but they rarely go this far.PMMI, a trade group for packaging and processing technologies, has agreed to purchase Summit Media Group, a publisher with five titles in the same space.Terms weren’t disclosed, though the deal is expected to close next month. Summit staff and leadership will become employees of the association, with operations remaining headquartered in Chicago. The deal immediately gives PMMI, producer of five trade shows, an established year-round, multi-platform connection to its audience—something the company had been exploring on its own for the last 18 months, says Charles D. Yuska, president and CEO of PMMI.“A robust publishing and multimedia presence will be the foundation of our efforts to build a year-round audience for our tradeshows and other products,” he says. “Building a platform would take several years and a significant financial investment with no guarantee of success. On the other hand, purchasing an existing, successful entity would mean much greater speed to market and a faster return on our financial investment.”While integration on the marketing front is a central part of the deal, show sales will continue on separately from media sales for now, Yuska says, though cross-platform buys will be available.The merger makes PMMI’s own magazine, PMT, redundant however. It’ll be absorbed into Summit’s title, Packaging World.
Apple Aug 31 • iPhone 11, Apple Watch 5 and more: The final rumors 13 Photos Amazon CNET’s Cheapskate scours the web for great deals on tech products and much more. For the latest deals and updates, follow the Cheapskate on Facebook and Twitter. Questions about the Cheapskate blog? Find the answers on our FAQ page, and find more great buys on the CNET Deals page. Mentioned Above Apple AirPods 2019 (Charging Case) Tags reading • Jabra Elite 65t deal: One of our favorite AirPods alternatives slashed to $89.99 (Update: Sold out) Aug 31 • Apple iPhone 11 launches Sept. 10, Disney Plus in big demand 11 Headphones Apple See It $144 CNET may get a commission from retail offers. See It $159 Review • AirPods 2019 review: King of truly wireless earphones crowned with small enhancements See It Aug 31 • Your phone screen is gross. Here’s how to clean it Best Buy Best laptops for college students: We’ve got an affordable laptop for every student. Best live TV streaming services: Ditch your cable company but keep the live channels and DVR. See it Jabra Elite 65t Comments CNET I’m up early today, cheeps, continuing to put out the brush fire that was yesterday’s Cheapskate Mystery Box email snafu. (OK: email train-wreck.) I mention that simply because there’s a good chance this deal will sell out quickly, perhaps before the West Coast is even awake. But I have to share it, because it’s an all-time low on a popular product.Today only, and while supplies last, Woot has the Jabra Elite 65t true-wireless sport earbuds for $89.99, with free shipping for Amazon Prime subscribers. They’re new, not refurbished. Retail price: $169.99. Best price I could find elsewhere: $139.99. Note that CNET may get a share of revenue from the sale of the products featured on this page. See it at WootAs regular readers know, there are now several zillion true-wireless earphones out there, with some wildly different designs, features and prices. For better or worse, we tend to judge them on how they compare to Apple’s AirPods (which are as notorious for their design as they are for their sky-high price).You won’t find the Jabra Elite 65t on CNET’s list of the best cheap AirPods alternatives, which is where I tend to focus my attention. However, it has definitely earned a place on the list of the best true wireless earphones, period.CNET’s David Carnoy first reviewed the 65t back in early 2018, and had this to say: “The Jabra Elite 65t are smaller and fit more comfortably than their predecessors. They sound excellent for truly wireless headphones, perform reliably and are great for making calls, with two microphones in each earpiece. Battery life is decent at 5 hours and the included charging case delivers two extra charges.”Granted, the landscape has changed quite a bit since then, but the 65t’s price hasn’t. So this is your chance to get what appears to be the best deal yet on a top-rated product.Your thoughts? Aug 31 • Verizon vs AT&T vs T-Mobile vs Sprint: Choose the best 5G carrier $144 Share your voice • See All 2:30 Now playing: Watch this: Jabra’s Elite 65t earphones have some advantages over… Apple AirPods 2019 The Cheapskate $144 Apple
Tata Consultancy Services (TCS) Chief Executive N. Chandrasekaran speaks during a news conference in Mumbai July 18, 2013. [Representational Image]Reuters FileIndia’s Information Technology (IT) behemoth Tata Consultancy Services (TCS) have been sued by three US citizens from two different companies for alleged discrimination based on race and national origin. They are seeking exemplary and punitive damages from the IT giant.The Economic Times reported that, in a complaint to the District Court of New Jersey, the three complainants — Darryl Stacy, Donald Stephen Bradley and Hesham Hafez — have alleged that TCS prefers to bring in the human resources from India even though there are able and trained US citizens.The complaint further added that when it comes to hiring local talent, the company prefers Indian and South Asians over US citizens. The complaint is the latest addition to a number of litigations filed against Indian IT companies operating in the US including TCS, Infosys and HCL Technologies.The complaint has come at a time when the United States president Donald Trump has openly opposed immigration in the country. The Trump administration has ordered for an increased inspection on the issuance of the H-1B visa; additionally, it is also working towards withdrawing an Obama-era policy that allowed spouses of H-1B visa workers to work in the US. Employees of Tata Consultancy Services (TCS) work inside the company headquarters in Mumbai March 14, 2013.Reuters FileThe complaint said: “TCS’ president for North America Surya Kant and vice president and head of human resources Narasimhan Srinivasan devised and implemented a nationwide ‘leadership directive’ to utilize TCS’s visa-ready South Asian employees (also known as ‘expats’) to the ‘maximum extent’ when filling US positions.”Stacy and Bradley were ex-employees of Southern California Edison, the primary electricity supply company in southern California. While on the other hand, Hafez worked with Royal Bank of Scotland in Connecticut. The complainants are being represented by Kotchen & Low, the firm that is also representing some other employees of Southern California Edison in a class-action lawsuit against TCS related in a similar case of discrimination. It is the same law firm which has filed that case against Infosys and HCL Technologies.However, the TCS management defended the company and argued that “the allegations by the plaintiffs are baseless, and is confident that it will successfully defend itself”.
PexelsVoters picked two new board members with teaching experience in the runoff elections for the Houston school district.Unofficial results from the Harris County Clerk’s Office show Elizabeth Santos and Sergio Lira are the winners in the runoff elections to help govern the state’s largest school district. Santos beat Gretchen Himsl to win the District I seat in North Houston and Lira defeated Jesse Rodriguez for the District III seat in Southeast Houston. He will serve out the remaining term of the late Trustee Manuel Rodriguez, which runs through 2019. Santos attended HISD herself and has spent the last 10 years as a teacher in the district. She was strongly supported by the teacher’s union. Lira also works in HISD as an assistant principal at Bellaire High School.The election results mean that six of the nine trustees for HISD have teaching experience.“Voters sent a clear message on Nov. 7 and tonight that they value the voices of frontline educators and will stand with candidates who embrace community-driven solutions to the challenges that face our schools,” said Zeph Capo, president of the Houston Federation of Teachers, in a statement.Santos and Lira will be sworn into office in January. Share