PNR: This Old Marketing | Content Marketing with Joe Pulizzi and Robert Rose

In this episode of #ThisOldMarketing, Joe and Robert discuss Apple's new browser settings that have the advertising associations crying wolf. Google kills their "first click free" setting for all pay walls and Rolling Stone gets put up for sale. Rants and raves include the fall of bundled television and the Ohio Lottery. This week's TOM example: Fearless Girl.

OPENING SPONSOR - WIDEN and the Creative Workflow Workbook. Download at http://cmi.media/pnr201b

QUICK HITS
 

Google Offers Olive Branch To Publishers By Relaxing Policy On Subscription Sites
https://www.wsj.com/articles/google-offers-olive-branch-to-publishers-by-relaxing-policy-on-subscription-sites-1505259211
 
Rolling Stone Put Up for Sale
https://www.nytimes.com/2017/09/17/business/rolling-stone-magazine-sale.html
 
Direct download: 17-09-18-Episode-201.mp3
Category:Content Marketing -- posted at: 7:42pm EDT

A very special 200th anniversary show featuring some clips from the past and how the show made it this far (we really can't believe it). After a walk down memory lane, Joe and Robert focus on the orange week that was Content Marketing World and all the joyful festivities on audience building. In other news, the boys review the latest CMO trend findings while Facebook begins a billion-dollar push into original content.  Rants and raves include Facebook metrics, Equifax and M&A is getting real. This week's TOM example: The Rock Island Line.

OPENING SPONSOR - WIDEN and the Creative Workflow Workbook. Download at http://cmi.media/pnr200b

This week's story links:

DEEP COVERAGE

The CMO Survey Is Out
https://cmosurvey.org/results/august-2017/

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RANTS AND RAVES

6. TOM - The Rock Island Line

Thank you to all our listeners for making #200 so special!

Direct download: 17-09-11-Episode-200.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this pre-Content Marketing World episode, Joe and Robert discuss the possibility of Google buying Marketo, and why the big money will continue to go to Marketing Tech (and away from Advertising Tech). Trade Desk tries to fight the ad fraud battle, and the boys believe this is one big waste of time. Rants and raves include Rob Scallon and Taylor Swift. This week's TOM example: Warsaw, Indiana.

OPENING SPONSOR - WIDEN and the Creative Workflow Workbook. Download at http://cmi.media/pnr199b

QUICK HITS

Is Google Getting Ready To Buy Marketo

http://marketingland.com/google-getting-ready-buy-marketo-222663

Trade Desk Responds To P&G’s Pritchard’s Call For Action
http://adage.com/article/digital/trade-desk-responds-p-g-s-pritchard-s-call-action/310305/

IN DEPTH NEWS

Fire Writers Make Videos Is Latest Web Recipe For Publishers
http://adage.com/article/digital/fire-writers-make-videos-latest-web-recipe-publishers/310280/

SHOW SPONSOR
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RANTS AND RAVES
https://www.youtube.com/user/robs70986987
https://orthoworxindiana.com/about-us/
Direct download: 17-09-01-Episode-199.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this episode of #ThisOldMarketing, Joe and Robert discuss the latest quarterly results from WPP and how the slowing of advertising could mark something more than a cyclical blip. Add to that, Google begins to reimburse clients and agencies for ad fraud...but is it enough? The Washington Post adds artificial intelligence to native and Goop gets leveled by Truth in Advertising. Rants and raves include Australia (yes, the entire continent) and U-Haul Trucks. This week's TOM example - CTO Advisor. 

This week's story links:

Opening Sponsor

WIDEN and the Creative Workflow Workbook. Download at http://cmi.media/pnr198b

QUICK HITS

WPP Sounds a Warning Signal on Consumer-Ad Spending; Shares Sink
https://www.wsj.com/articles/wpp-lowers-growth-forecast-as-advertisers-cut-spending-1503474230

Google Issuing Refunds to Advertisers Over Fake Traffic, Plans New Safeguard
https://www.wsj.com/articles/google-issuing-refunds-to-advertisers-over-fake-traffic-plans-new-safeguard-1503675395

Washington Post Brings Artificial intelligence To Its Native Ads
https://digiday.com/media/washington-post-brings-artificial-intelligence-native-ads/
 
IN DEPTH NEWS

The Engagement Gap: How B2B and B2C Firms Are Missing The Mark
https://www.marketingprofs.com/charts/2017/32661/the-engagement-gap-how-b2b-and-b2c-firms-are-missing-the-mark

Gwyneth Paltrow’s Goop Just Got Slammed For Deceptive Advertising
https://www.buzzfeed.com/stephaniemlee/gwyneth-paltrows-goop-just-got-slammed-for-deceptive
 
SHOW SPONSOR
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THIS OLD MARKETING - THE CTO ADVISOR

 
Direct download: 17-08-28-Episode-198.mp3
Category:Content Marketing -- posted at: 6:47pm EDT

This week, Joe and Robert cover Apple's $1 billion dollar investment in original content...plus the rise and fall of fidget spinners and newsjackers on the eclipse. Is Facebook failing (or is the research behind it?) and do publishers realize how much their business model is actually changing?  Rants and raves include Zillow's book on real estate and Harvard Business Review. This week's TOM example: AAHA Magazine.

This week's links:

QUICK HITS

Apple To Spend $1Billion On original TV Shows For Its Streaming Platform
https://techdigg.com/2017/08/16/apple-to-spend-1-billion-on-original-tv-shows-for-its-streaming-platform/


IN DEPTH NEWS

Takeaways from the Yale Publishing Course: Publishers Embrace the Flight to Quality
http://www.pubexec.com/post/takeaways-yale-publishing-course-publishers-embrace-flight-quality/


SHOW SPONSOR - SMARTLING
 
Direct download: 17-08-21-Episode-197.mp3
Category:Content Marketing -- posted at: 5:59pm EDT

In this episode, Facebook launches YouTube competitor Watch, while Netflix begins a buying spree for content brands. Disney pulls its content from Netflix and Google may possibly still buy Snap. In other news, Quartz has figured out how to deliver real results for branded content and email subscription has never been more important.  Rants and raves include Deadpool and Time Inc. This week's TOM example: J. Walter Thompson.

This week's story links:


Netflix Gets Into The Comic Book Business By Acquiring Millarworld
 

Disney Will Pull Its Movies from Netflix and Start It’s own Streaming Service
https://www.cnbc.com/2017/08/08/disney-will-pull-its-movies-from-netflix-and-start-its-own-streaming-services.html

Google Reportedly Offered 30 Billion To Acquire Snapchat
https://techcrunch.com/2017/08/03/google-buy-snap/
 

IN DEPTH NEWS

How Quartz Achieved a 90% Renewal Rate On Branded Content
https://digiday.com/media/quartz-achieved-90-percent-renewal-rate-branded-content/

Turning Audience Development Into A Profit Machine
http://www.pubexec.com/post/turn-audience-development-profit-machine/

SHOW SPONSOR - SMARTLING
Direct download: 17-08-14-Episode-196.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In the news this week: Apple hits record earnings, Google launches new SnapChat-like ad format, and AI bots begin to create their own language. Detailed analysis includes the marketing opportunity behind long-form content, while Hasbro's deal with Lions Gate goes south.  Rants and raves include Stranger Things and the Facebook/Google duopoly.  This week's This Old Marketing example: TheStreet.com and Jim Cramer.

Story links:

QUICK HITS


Apple Soars After Resilient iPhone Demand
http://adage.com/article/digital/apple-soars-record-signaling-resilient-iphone-demand/310001/

Google Is Developing Tech for SnapChat Like Media Content
https://www.wsj.com/articles/google-is-developing-technology-for-snapchat-like-media-content-1501868688


Researchers Shut Down AI After It Develops Its Own Language

IN DEPTH NEWS

Long Form Content Boosts Engagement But Can Publishers Do it Right
http://www.pubexec.com/post/long-form-content-boosts-engagement-can-publishers-right/
 
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http://cmi.media/pnr195

Direct download: 17-08-07-Episode-195.mp3
Category:Content Marketing -- posted at: 6:00pm EDT

In this new-look episode, Joe and Robert cover Lauren Jobs and her purchase of The Atlantic, Facebook's earnings release and what P&G did with $140 million dollars in marketing. The boys then go in-depth on how Hearst is experimenting with ecommerce and why Buzzfeed is launching a skillet for sale.  Rants and raves include media buying and a content marketing swindle.  This week's TOM: General Electric.

This week's story links:


Facebook Earnings - What Marketers Should Note From Facebook’s Second Quarter Earnings
https://www.wsj.com/articles/what-marketers-should-note-from-facebooks-second-quarter-earnings-1501109733

P&G Slashes Digital Ads by 140 Million over Brand Safety.  Sales Rise Anyway.
http://adage.com/article/cmo-strategy/p-g-slashe/309936/

IN-DEPTH NEWS

Hearst Is Experimenting In Commerce And Content
https://digiday.com/media/hearst-experimenting-commerce-content/

SHOW SPONSOR - SMARTLING
 
THIS OLD MARKETING
General Electric and Comic books in the 50’s
http://digital.bnpmedia.com/publication/?i=387902&article_id=2722384&view=articleBrowser&ver=html5#%7B%22issue_id%22:387902,%22view%22:%22articleBrowser%22,%22article_id%22:%222722384%22%7D
Direct download: 17-07-31-Episode-194.mp3
Category:Content Marketing -- posted at: 8:23pm EDT

The boys take aim at Amazon's new social platform Spark (thumbs down), Google's news feed (thumbs up) and Facebook's addition of branded sub-groups (jury's still out). Rants and raves include building something instead of measuring, and the craze to focus on technology over strategy.  This week's This Old Marketing example: Emily McDowell Cards.

This week's story links:


Facebook Is Now Letting Brands and Media Companies Create Their Own Groups Within Pages
 
SHOW SPONSOR - SMARTLING
Direct download: 17-07-24-Episode-193.mp3
Category:Content Marketing -- posted at: 7:00pm EDT

Joe and Robert cover why a number of publishers are cutting their own advertising and how Fender is taking a page from "Killing Marketing" and developing their own guitar lessons. Joe cuts in early for a rant about Gary V's latest post and why it's bad advice for marketers. Robert then rants about programmatic and raves about Deloitte. This week's TOM example: UBS.

This week's story links:


Fender Strums Up Demand With Guitar Lessons
http://brandchannel.com/2017/07/10/fender-play-071017/

SHOW SPONSOR - CONTENT MARKETING WORLD - Summer rates end July 21st. http://contentmarketingworld.com

THIS OLD MARKETING - UBS

https://www.unlimited.world/
https://www.marketingweek.com/2017/07/11/reaching-purpose-driven-millionaires/

Direct download: 17-07-17-Episode-192.mp3
Category:Content Marketing -- posted at: 9:00pm EDT