This SWMS cheat sheet is unlike any other we’ve done, combining insights on contributed posts and paid posts across 146 publications in B2B and B2C.
A while back — OK, a long while back — a subscriber asked us to look into sponsored content. What were the trends? What was more common, one-offs or comprehensive packages? Are agencies increasingly “owning” sponsored content for their clients?
Sponsored content can be a very daunting investment (at least it was to me when I first learned about its cost) but offering target audiences a controlled message with a massive credibility boost presents a significant opportunity.
Sponsored content is a tool in the toolbox. Considering the expense, it’s smart to know exactly what one hopes to accomplish with it, and that it’s the right tool for the job. To that end, our sponsored content deep-dive spotted five prominent themes/purposes in 2021.
Now and again we receive a valet request for a list of publications that profile C-title executives for a fee. We hereby present such a list. Web traffic is thin to these titles. Caveat emptor.
Is paid content worth it? It’s still expensive in the big shops. If you’re OK sponsoring newsletters and podcasts, your dollar goes further. The following are the most actionable takeways from research contributed by veteran tech edit veteran Keith Shaw.
Paid content is a tool in the toolbox, and one that deserves a long look in these chaotic times. Keep an eye on our newly-freshened and ever-growing list of publications and their rates — B2B and B2C.
YOUR ACCOUNT
FRIDGE NOTES
… over healthcare benefits. The shop has always been a high-stress place to work. We’ll see who gives in first. The Wrap broke the news.
A thousand words about The Messenger, a well-funded news startup that had a few challenges out of the gate? Read for yourself (password probably required) with an eye toward whether the NYT’s audience is being served.
Mia Sato at The Verge has the story. Hollywood writers aren’t the only writers with livelihoods at stake.
SWMS turns 25 today — only because our subscribers made it possible. Thank you for all the support over all the years.
David Carr has the story on the Similarweb blog.
In descending order: who’s still left at ZDNet and TechRepublic; cheat sheets on SF-based tech reporters and AI in retail; Esther Ajao Q&A; cheat sheets on DEI, AI newsletters, accessibility and podcasts for retail investors; Larry Dignan joins Constellation Research; Robin Wauters podcast; cheat sheet on room videoconferencing systems.
If you’re interested in a truly global picture of how tech is transforming business and society, explore Rest of World, a fascinating newsletter franchise.
The new section, DR Global, will focus on the Middle East and Africa, where build-outs are now off the chart.
The 11-year-old newsletter can’t find a buyer, so 22 more employees are shown the door, says Insider.
