Spring 2016 A quarterly magazine on the future of media from Digiday FRENEMY Platform Facebook’s Vox’s Power Live Platform Politics Moment Wrangler P. 16 P. 22 P. 48 OPENING SHOT THIS Welcome to Pulse. he modern publisher is expertise. There's a pair of profiles of facing fast-changing and this new breed of platform experts, challenging times. The rise one about Vox Media's Choire Sicha AD of platform giants like Face- and another on a day in the life of book offer unprecedented Complex Media's chief content offi- ability to reach new audienc- cer. While Justin Smith, global CEO of PULSE POINT Tes, but content distribution and mon- Bloomberg Media, told the audience wwt etization is often outside publishers’ at DPS that publishers shouldn’t rush control. It’s enough to make you want in when it comes to platforms, Mic’s to crank up the printing presses. Cory Haik argues that publishers While Digiday is at its core a digital who build there quickly will be the media company, we thought the winners. We also wade into ad-tech's printed format was ideal for exploring midlife crisis, and why Facebook live IS FOR these critical issues in a thoughtful video is such a big deal. way. Pulse is our way of periodically At Digiday, we are optimistic checking the vital signs of the media realists. The shift to platforms is industry. neither good nor bad. In fact, the jury At the recent Digiday Publishing is still out about whether platforms Summit in Vail, Digiday brought to- will benefit the media industry in the gether leading publishers to discuss long run. We believe in the power of how to balance the needs for distribu- strong, differentiated brands that tion and monetization. The result is create lasting connections with audi- YOU this special magazine that’s inspired ences. Those connections can happen by that event and offers a deeper look on all manner of platforms. Even a into the issues surrounding this shift print magazine. Enjoy Pulse, and to platforms. We’ll do these maga- please let us know what you think. YOU, THE HEAD OF SALES, THE BIZ DEV KIDS, THE zines quarterly throughout the year. Email [email protected]. Look for the next issue in early June EDITORS, THE CONTENT KINGS AND THE DEV TEAM. focused on the rise of programmatic advertising. In this inaugural issue, we look at Programmatic selling affects us all. Why? The to another buyer and then another, until the ads what the rise of Facebook means for Blue Bottle coffee in the kitchen and Bagel that pay for your great work are sold for pennies. legacy publishers, while also explor- LUCIA MOSES Fridays—ads pay for that. ing how small and independent pub- SENIOR EDITOR, DIGIDAY But if you use header bidding to offer those ads lishers are especially challenged in a platform-dominated world. Platforms And right now, your ad spaces are probably being to even more buyers, and those buyers compete, aren't just about tech: They require offered to just one set of buyers. If they don’t then your company makes more money. Voila! bite, the waterfall slashes prices and offers them Cream cheese and lox on Fridays. TAKE BACK THE HIGH GROUND. 1 #CONTENT DIGIDAY MEDIA The Publishing Issue FOUNDER AND CEO NICK FRIESE 4 HOT TAKES 8 16 The platforms quiz // What ads PRESIDENT AND EDITOR-IN-CHIEF really cost // How Tastemade gives good Snapchat // Publishers talking about BRIAN MORRISSEY platforms 8 BEWARE OF OUTSOURCING A conversation with Justin Smith EXECUTIVE EDITOR MANAGING DIRECTOR, ART DIRECTOR 10 PUBLISHERS GET ON MESSAGE BRIAN BRAIKER CONTENT STUDIO MATT FRAHER The rise of messaging platforms DEANNA ZAMMIT MANAGING EDITOR SENIOR DESIGNER 16 HAVES AND HAVE NOTS SHAREEN PATHAK CHIEF MARKETING AND SCOTT ROSSER Small publishers get screwed COMMUNICAITONS OFFICER SENIOR EDITOR PAUL KONTONIS ILLUSTRATOR 22 FACEBOOK LIVE IS READY LUCIA MOSES LISK FENG FOR ITS CLOSE-UP GENERAL MANAGER, EVENTS Watch out, YouTube UK EDITOR MEGAN KNAPP MULTIMEDIA PRODUCER JESSICA DAVIES CAITLAN ARTHUR 25 WTF IS A VIEW? CONTROLLER 26 32 It really depends SENIOR REPORTER, GLOSSY JOHN SOL MARKETING MANAGER HILARY MILNES MIKE MADARASZ 26 REPORT FROM DIGIDAY VP HR AND OPERATIONS PUBLISHING SUMMIT SENIOR REPORTER, PLATFORMS ANDREA SONTZ FINANCIAL ASSOCIATE Publisher confessions // GARETT SLOANE ASHTON MCGOWN What we learned PUBLISHING BRANDS REPORTERS DIRECTOR AUDIENCE DEVELOPEMNT FINANCE ANALYST 32 ERA OF EMPIRE YUYU CHEN, AARON GOTTLIEB ABUL HASAN SUMMIT Facebook’s looming shadow VAIL TANYA DUA 34 DIGIDAY AFTER DARK SENIOR CREATIVE STRATEGIST, OFFICE OPERATIONS ASSISTANT Scenes from the Digiday STAFF REPORTER, VIDEO CONTENT STUDIO IRENE ENTRINGER SAHIL PATEL DAVID AMRANI Publishing Awards 38 AD TECH’S MIDLIFE CRISIS BREAKING NEWS REPORTER CONTENT STRATEGIST, ADVERTISING SALES Programmatic or problematic? JORDAN VALINSKY CONTENT STUDIO DEBBIE DUNBAR, CIELO LUTINO TRECIA HUMPHREY 40 EUROPEAN BLOCK PARTY JUNIOR REPORTER, GLOSSY ANTHONY CAPALBO, Ad blocking’s threat BETHANY BIRON DIGITAL MEDIA WRITER, BEN DARCHE, CONTENT STUDIO KAREEM AMEEN, 44 52 44 DAY IN THE LIFE UK SENIOR WRITER/REPORTER EVAN DESIMONE JONATHAN MESSINA, Complex’s Noah Callahan-Bever LUCINDA SOUTHERN MARTIN BELK, COORDINATOR, 47 MY BIG BREAK STAFF REPORTER, PUBLISHING CONTENT STUDIO CLIENT SERVICES MANAGER The New Yorker’s Nicholas RICARDO BILTON JOE GEOGHAN TYLER KAMEN, Thompson KEVIN LEE 48 THE PLATFORM WRANGLER CONTENT MARKETING MANAGER CHIEF PRODUCT OFFICER CAROLINE BOTTGER EVENTS Vox’s Choire Sicha PETER SURRENA MONIKA HONIG, 52 THE INSTAGRAM EFFECT ART DIRECTOR, PULSE HAYLEY ADELSON Fashion publishers on Instagram CHIEF CLIENT OFFICER JESSE SOUTHERLAND KELSEY LUNDSTROM PAUL BORSELLI TARA HUTTON 55 THE DISTRIBUTED DOMAIN TAYLOR JOHNSON Mic’s Cory Haik on what’s next 56 THE TIDE’S GOING OUT What platforms give, they also take away For all inquiries, please email [email protected] 2 3 HOT TAKES THINK YOU KNOW WHAT THINGS COST YOUR PLATFORMS? SNAPCHAT VIDEO // $20 to $30 CPMs J These 10-second vertical video clips can appear alongside publisher content and other special Snapchat coverage inside the app. Google. Facebook. Amazon. These platform giants are as big as they are influential. But that doesn’t mean you're TASTEMADE'S TWITTER MOMENTS AND BRANDED EMOJIS // $1 million familiar with every aspect of their businesses. Take this J Branded emojis and Moments also include a full marketing quiz to test your knowledge of the big platforms. blitz across the platform with Promoted Tweets. INSTAGRAM APP-INSTALL ADS // $2.70 CPI J Instagram's direct-response offering ranges from $1.70 for game de- SNAPCHAT 1. Amazon’s ad platform, 6. In 2015 Microsoft handed velopers to $2.70 for consumer goods marketers. which targets web users over the sales reins for its both on and off Amazon. display, mobile and video com, is called what? ads to which company? MOBILE VIDEO ADS // $5 to $8 CPMs J Publishers across a. Amazon Exchange a. Yahoo mobile are adding video ad serving to their sites, and they b. Amazon Partner Network b. Google can take ad orders from many buyers, including Google RECIPE c. Amazon Advertising c.OL A and Facebook ad networks. Platform d. Facebook d. Amazon doesn’t have an YOUTUBE MASTHEAD TAKEOVER // $400,000 J This video ad network 7. Which of these isn’t a ad unit takes a prominent place atop YouTube for the day. Twitter ad product? It’s more expensive on high-profile marketing days. 2. 'To give everyone the a. Promoted Tweets power to create and share b. Promoted Lists PINTEREST PROMOTED PINS // $25 to $30 CPMs J Pinter- ideas and information c. Promoted Accounts instantly, without barri- d. Promoted Trends est has come down from $40 CPMs. It will throw in custom STEP 1: ers,' is which company’s analytics if you spend over $1 million. The food publisher startup produces three to five days’ mission statement? 8. True or False: Mobile worth of content at one time using a staff of six. All a. Facebook Google searches have FACEBOOK ANTHOLOGY // $1 million J These video ads content — be it a talent-based shoot, hands-only tutorial b. Twitter overtaken those on are created with the help of publishers like BuzzFeed and or an original show — is shot vertically for Snapchat. To c. Google desktop Vox Media, which use their audiences on Facebook as assemble a Story, an editor at Tastemade first goes through d. LinkedIn a. True enticement for marketers. Prices have been halved from the editorial calendar to sees what’s scheduled to run on b. False $2 million at launch. Discover, before proofreading the text. Then it’s submitted 3. What’s the name of to Snapchat's team. Facebook’s video ad 9. Which of these products exchange? has Snapchat not sold to a. LiveRail users? CALLED IT STEP 2: b. BrightRoll a. Playing cards The Snapchat producer checks the calendar to see what’s c. Adapt.TV b. Backpacks d. TubeMogul c. Beach towels running. They select the completed articles, videos illustra- d. Condoms tions and graphics, and upload them to Snapchat’s “plug 4. Facebook, shocked by and play” content management system. In it, everything 'the volume of valueless 10. 'To empower creators FOR PUBLISHERS, can be previewed live. inventory' it saw on Atlas, to make their best work shut down what part of its and get it in front of the FACEBOOK IS A BIT LIKE THAT ad server platform? audience they deserve' is STEP 3: a. DMP the mission statement of BIG DOG GALLOPING TOWARD After the edition is compiled, another Tastemade editor b. DSP which company? creates the “top snap,” or the initial snap in the edition, c.SP S a.