Publishers who have been organizing their ad sales around demographic pockets will be well-served by refocusing their priorities to emphasize content-umbrellas and aligning with ad networks that specialize in content-based genres.
Digitas, which has been putting on annual NewFront events since 2008, was instrumental in getting new-media companies to agree to a series of coordinated presentations to be held in late April and early May under the Digital Content NewFronts umbrella.
Is there a clear connective tissue that brings the audience under a single content-based umbrella?
Well, first off, the "content" – that cherished umbrella term for all creative endeavour in these popcultural end times – is not compelling.
A lot of this is attributed to the new "platisher" model, where it isn't quite a publisher and isn't quite a platform but both professional journalists and users are creating content under one umbrella.
While the deal hasn't closed yet and there are a number of issues to be worked out, it would bring more content under the Maker umbrella and could give the company more technology to distribute outside of the YouTube platform.
With 12 unique content blogs under its umbrella, in three different countries, seven on staff writers, full sales and technical teams and nearly 1,500 vendor partners around the country, Style Me Pretty is a growing force in the bridal and web industries.
Teenagers frolicked in the waves like ponies, tossing their manes in the surf, while older couples contented themselves under umbrellas against the sun, and children built castles just out of reach of the waves.
Mahdara envisions a property that links fans with products sponsored by YouTube talent, products sold under BeautyCon's own brand or under its contributors' brands, events, and content all under the BeautyCon umbrella.
That could create an umbrella effect that improves content authenticity across the web.
