Archive for the ‘Required Reading’ Category

Australia’s leading Financial Publication started rolling out its new digital strategy today, starting with new pricing for digital subscribers. Overall, a smart move that should make it accessible to more.

This is even more critical when considering the likely shift to increasing tablet-based media consumption which is centered more on the individual rather than the group. As more social features are integrated into publications, this of course changes.

As tablet adoption follows a similar trajectory to smartphones, digital media consumption will shift from complimenting print to dominating it. While print will continue to be a key part of the media landscape, the Fin is doing exactly what smart publishers should do and that is develop a “better together” proposition for marketers.

This is just the start though. Publishers are going to have to quickly embrace the richness of the tablet medium. That means embracing video, audio, radio, interactive games and more. To make the application stick, they are going to have to move from driving impressions to expressions. What readers do on the app will be as important as what they read. That is where things get really interesting for us as advertisers.

Exciting times to be a marketer.

Thanks to Mumbrella for this little gem

Great story over at TrendCentral on Kaching and what we are up to. Paypass is a great way to pay always gets a gasp from people when you do it with an iPhone.

Kaching: With the rise of near-field communication (NFC) technology, mobile payment platforms are evolving from novelty into necessity. To demonstrate its dedication to mobile banking and Gen Ys’ on-the-go sensibility, Commonwealth Bank of Australia is set to release a branded, iOS-only, NFC payment app, called Kaching. The app will allow iPhone users to transfer money to friends via mobile device, Facebook, or email, and pay for goods at any location where PayPass is accepted. To combat a lack of universal NFC capability, Commonwealth plans to release an NFC-enabled phone case (price to be determined). Interested iPhone owners can register here to be notified when the app and case become available.

More video equals more need for analytics. Good to see Google stepping up the analytics around YouTube. Thought this infographic was great as well.

Thought Patagonia’s latest anti-consumerism salvo was interesting. Does telling you not to buy a product actually cause you to want to buy it?