This Old Marketing - Content Marketing News with Joe Pulizzi and Robert Rose

This week's podcast includes a deep dive into the Pepsi fiasco and what might have happened, followed closely by Dennis Publishing and how they've unlocked the only content business model that matters. Rants and raves include advertising blinders and smartphone addiction.  This week's This Old Marketing: Stockman Insurance. This week's story links: Second By Second Breakdown of the Kendall Jenner Pepsi Adhttps://www.bostonglobe.com/lifestyle/2017/04/05/second-second-breakdown-kendall-jenner-tone-deaf-pepsi/enmTb8lhbvNBp37REu8HtK/story.html How Dennis Publishing’s Willingness To Pivot Underpins Its Profitabilityhttps://www.themediabriefing.com/article/james-tye-dennis-bmas-2017 Zazzle Produces Research On The State of Content Marketing In The UK - 2017https://www.zazzlemedia.co.uk/the-state-of-content-marketing-survey/ EPISODE SPONSORS PowerPost and the Five Pillars of Brand Publishing.  Download here: http://cmi.media/pnr178b   Parse.ly and the State of Content Analytics.  Download here: http://cmi.media/pnr178 RANTS AND RAVEShttp://adage.com/article/special-report-4as-conference/ipg-s-roth-industry-appropriately-concerned-google-ads/308537/ http://www.cbsnews.com/news/hooked-on-phones/ TOM - Stockman Insurance http://www.spokesman.com/stories/1996/apr/23/chicago-firm-to-buy-farmer-stockman-magazines/ https://www.farmerstockmaninsurance.com  

In this episode, Joe and Robert look at the highlights from Intelligent Content Conference 2017, with a discussion of the major industry trends and what to expect in the next year. One of those major trends include large companies (like Netflix and Arrow) investing in large amounts of original content.  Rants and raves include more on Netflix eating Hollywood and the move from content marketer to content strategist. This week's TOM example: The Blues Kitchen. This week's story links: EPISODE SPONSORParse.ly with How Brands, Publishers, and Agencies Use Content Analytics.  Download Here: http://cmi.media/pnr177   RANTS AND RAVES http://www.business-standard.com/article/international/enemy-number-one-is-netflix-the-monster-that-s-eating-hollywood-117032600023_1.html http://blogs.harvard.edu/doc/2017/03/23/brands-need-to-fire-adtech/ TOM - THE BLUES KITCHEN https://en.wikipedia.org/wiki/The_Blues_Kitchen http://www.thecriticsguide.com/sevensins/209/steve-ball.html

In this episode of This Old Marketing, Joe and Robert discuss A&E's publisher-driven model and how this may be the perfect model for enterprise brands. In other news, both Twitter and Medium come out with monetization strategies around paying for content. Will it work? The jury is still out.  Rants and raves include mixing up your content strategy and LinkedIn's advertising model.  This week's TOM example: Red Hat and OpenSource.com. This week's story links: A&E Networks Wants To Operate Like A Publisher http://adage.com/article/special-report-tv-upfront/a-e-networks-operate-a-publisher/308360/ Medium Wants To Charge You $5 For Mediumhttps://medium.com/membership Twitter Considers Paid Optionhttp://www.bbc.com/news/technology-39376379   EPISODE SPONSOR Parse.ly with How Brands, Publishers, and Agencies Use Content Analytics.  Download Here: http://cmi.media/pnr176 RANTS AND RAVEShttps://arstechnica.com/tech-policy/2017/03/senate-votes-to-let-isps-sell-your-web-browsing-history-to-advertisers/ http://www.theverge.com/2017/3/24/15053990/google-youtube-advertising-boycott-hate-speech https://www.wsj.com/articles/turner-viacom-and-fox-join-forces-for-data-driven-tv-ad-buying-1489593919 http://marketingland.com/linkedin-matched-audiences-target-ads-on-web-browsing-email-addresses-209724    TOM - RED HAT and OPENSOURCE.COMhttps://opensource.com/about

In this episode of #ThisOldMarketing, Joe and Robert dissect the latest native advertising research and see if native is winning or losing and why. The latest CMO research is amazingly optimistic...and technology and analytics will save the day.  Rants and raves include simplification and measuring bodies. This week's TOM example: March Madness. This week's story links: Native Advertising Doesn't Work http://www.medialifemagazine.com/native-advertising-doesnt-work/ Native Advertising Does Work http://adage.com/article/digital/native-content-yielding-big-returns-publishers/307799/   New CMO Survey - Marketers To Spend on Analytics https://cmosurvey.org/marketing-analytics/cmo-survey-marketers-to-spend-on-analytics-use-remains-elusive/   Link to Survey Itself: https://cmosurvey.org/wp-content/uploads/sites/11/2017/02/The_CMO_Survey-Topline_Results-Feb-2017.pdf     EPISODE SPONSOR Parse.ly with How Brands, Publishers, and Agencies Use Content Analytics.  Download Here: http://cmi.media/pnr175   RANTS AND RAVES http://adage.com/article/digital/big-digital-players-meet-p-g-s-deadline/308244/   THIS OLD MARKETING - March Madness http://www.ihsa.org/SportsActivities/MarchMadnessExperience/MarchMadnessHistory.aspx http://www.bakerbotts.com/ideas/publications/2003/11/the-trademark-march-madness-withstands-a-generic__

In this episode of This Old Marketing, Joe and Robert discuss how publishing agencies are struggling with the business model of creative services. Print is still a very real opportunity for brands targeting teens and tweens, and new video research shows how so many brands are going wrong. Rants and raves include the book Charlatan and a rather large rant on a content marketing opinion piece.  This week's TOM example: Abbott Labs. This week's story links: Publishers Face Content Studio Growing Pains http://digiday.com/media/model-cant-hold-publishers-face-content-studio-growing-pains/ Teens And Tweens Are A Print Hungry Audiencehttp://www.minonline.com/teens-tweens-magazines-bauer-media-group/ Video Is The New Blogginghttp://www.convinceandconvert.com/content-marketing/new-research-shows-video-is-the-new-blogging/   SPONSOR - http://ContentMarketingAwards.com - http://contentmarketinguniversity.com - http://intelligentcontentconference.com   Rants and Raves http://nativeadvertisinginstitute.com/blog/native-advertising-technology-landscape/ http://www.thedrum.com/opinion/2017/03/13/apples-are-not-oranges-and-content-marketing-means-nothing https://www.amazon.com/Charlatan-Americas-Dangerous-Huckster-Flimflam/dp/0307339890   This Old Marketing Abbott Laboratories: Provisioning A Vision

Snap Inc. launches their IPO to a ridiculous valuation. Can they be sustained and will advertisers buy in? Do media companies have a problem with trust, and is the opportunity in the hands of brands? Then, Joe and Robert discuss the MarTech industry and how the industry leaders need to collaborate against Facebook, Amazon and Google.  Rants and raves include Buzzfeed's Tasty and McKinsey.  This week's This Old Marketing example: Chili Klaus This week's story links: Snap Shares Begin Tradinghttps://www.wsj.com/articles/cmo-today-snap-inc-shares-begin-trading-1488459266 Media Companies No Longer Control Distribution But They Do Control Trusthttp://mediashift.org/2016/10/media-companies-may-no-longer-control-distribution-control-trust/ Why MarTech Companies Need To Be Terrified of Google and Amazon https://contently.com/strategist/2017/02/24/martech-control-facebook-google-and-amazon/ EPISODE SPONSOR Content Marketing Institute University - http://contentmarketinguniversity.com   Content Marketing Awards -  http://contentmarketingawards.com   Intelligent Content Conference -  http://intelligentcontentconference.com RANTS AND RAVES http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-new-battleground-for-marketing-led-growth https://www.fastcompany.com/magazine/213/march-2017   THIS OLD MARKETING - Chili Klaus https://www.youtube.com/user/wunderhits

This week, Joe and Robert discuss the business model of the New York Times, and why the future could be very bright. The crisis that is fake news is creating an amazing opportunity for brands, and get ready for major acquisitions of media companies by brands.  Rants and raves include a Pixar training course on storytelling.  This week's This Old Marketing example: John Yocum Beatty. This week's story links: How Is The New York Times Really Doinghttps://om.co/2017/02/20/how-is-the-new-york-times-really-doing/ How Fake News Is Making Real Publishers Look Goodhttp://www.mequoda.com/articles/audience-development/fake-news-making-real-publishers-look-good/ Magazine M&A Speculation Heats Uphttps://www.thestreet.com/story/14000194/1/industry-pressures-lead-to-speculation-on-magazine-m-amp-a.html EPISODE SPONSOR Content Marketing Institute University - http://contentmarketinguniversity.com   Content Marketing Awards -  http://contentmarketingawards.com   Intelligent Content Conference -  http://intelligentcontentconference.com RANTS AND RAVES https://www.engadget.com/2017/02/16/pixar-free-courses-khan-academy/ https://www.nytimes.com/2017/02/14/business/dealbook/bundling-online-services.html?mwrsm=Email   http://tim.blog/2017/02/08/soman-chainani-the-school-for-good-and-evil/

In this episode of This Old Marketing, Joe and Robert discuss Apple's launch into the content creation business.  Meanwhile, publishers are still too focused on their channel strategies and Spotify launches into original podcasts (and sets up Amazon to purchase them in the near future). Rants and raves include the future of print and the big fail of ad tech.  This week's TOM example: Sinclair Oil. This week's show links: Apple’s First Original TV Show  http://www.recode.net/2017/2/13/14606594/apple-eddy-cue-buy-media-company-no-apple-music http://www.businessinsider.com/apples-first-original-tv-show-shark-tank-planet-of-the-apps-apps-trailer-2017-2 Publishing Executives Believe They Are Five Years Behindhttp://digiday.com/publishers/five-years-behind-confessions-magazine-execs/ Spotify Is looking for Original Podcastshttp://digiday.com/platforms/spotify-looking-original-podcasts/#sthash.YUqYcjyY.gbpl The Onion’s CCO Explains Why So Much Content Marketing Suckshttps://contently.com/strategist/2016/05/23/dont-make-a-commercial-the-onions-cco-explains-why-so-much-content-marketing-sucks/ EPISODE SPONSOR - Content Marketing Institute Events: http://contentmarketinginstitute.com/events RANTS AND RAVES http://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/the-case-for-digital-reinvention http://adcontrarian.blogspot.com/2017/02/adtechs-massive-failure.html http://www.pubexec.com/article/mpa-president-2017-will-year-magazine-publishers-reaffirm-value-marketers-readers/ This Old Marketing: Sinclair Oil https://www.sinclairoil.com/history/1930.html

In this episode of This Old Marketing, Joe and Robert discuss Super Bowl commercials, Valentine's cards and Snapchat's all-important IPO. Then, the boys go in-depth into Medium's new subscription model and both agree that Medium has chosen poorly. Rants and raves include dark content marketing and enewsletters.  This week's TOM example: Sarah Spencer Washington.  This week's show links: 8 Things We need To Know About SnapChat’s IPOhttp://adage.com/article/digital/snapchat-sees-copycats-instagram-ipo-threat/307827/ Medium to Launch A Subscription Service Within The Next Quarter https://techcrunch.com/2017/02/02/medium-subscriptions/ EPISODE SPONSOR Content Marketing Institute events: http://contentmarketinginstitute.com/events RANTS AND RAVES http://observer.com/2017/02/i-helped-create-the-milo-trolling-playbook-you-should-stop-playing-right-into-it/ http://www.pubexec.com/post/develop-newsletters-readers-actually-want/ This Old Marketing: Sarah Spencer Washington http://www.acmuseum.org/the-prohibition-era/6/13-madame-washington https://books.google.com/books?id=9Z6vCGbf66YC&pg=PA395&lpg=PA395&dq=sarah+spencer+washington&source=bl&ots=YL6dvUleuc&sig=w3IIzb-55E6mW7IsJn0jX33TVpM&hl=en&sa=X&ved=0ahUKEwjRtK_MrY7SAhXE24MKHSaDBR4Q6AEIRjAH#v=onepage&q=sarah%20spencer%20washington&f=false  

In this episode of This Old Marketing, Joe and Robert discuss how P&G is rewriting the rules for agencies and media placement. A slew of publishers are recreating the media business model, while recent Snapchat results could be a sign of Myspace to come. Rants and raves include sensibility and the real way that Twitter will be acquired. This week's TOM Example: General Electric. This week's story links: P&G’s Pritchard calls Digital To Group Up - And Adds New Ruleshttp://adage.com/article/media/p-g-s-pritchard-calls-digital-grow-up-new-rules/307742/ Attack of The Clonehttps://techcrunch.com/2017/01/30/attack-of-the-clone/ The Reinvention Publishing - Media Firms Diversify To Survivehttps://www.theguardian.com/media-network/2017/jan/30/reinvention-publishing-media-firms-diversify-survive EPISODE SPONSOR Pressly’s "Starter’s Guide to Sales Enablement" at http://cmi.media/pnr169 RANTS AND RAVES http://info.contentmarketinginstitute.com/acton/rif/5141/s-1618-1702/-/e-099a-l-sf-cl-70160000000Q0dUAAS-07c1:3a4/q-58c8/showPreparedMessage?utm_term=View%20Message&utm_campaign=Weekly%20Alert%3A%20The%20Lack%20of%20Sense%20in%20Sensibility&utm_content=email&utm_source=Act-On+Software&utm_medium=email&sid=TV2:kdzT1sisK http://www.recode.net/2017/1/18/14313164/google-twitter-acquisition-fabric-crashlytics THIS OLD MARKETING General Electric http://themessagepodcast.com/about/ http://lif-e.af/ter https://www.theatlantic.com/entertainment/archive/2015/11/the-message-podcast/417051/ http://www.niemanlab.org/2015/11/how-did-the-ge-branded-podcast-the-message-hit-no-1-on-itunes-in-part-by-sounding-nothing-like-an-ad/