High Value Publishing
Each week, 28-year digital media veteran, Eric Shanfelt, helps magazine publishers and media companies grow their audiences, drive revenue, and improve their digital platforms. We'll cover revenue, audience and technology tactics including advertising, programmatic, SEO, social media, email, controlled and paid subscriptions, ecommerce, analytics, content distribution, and much more. Whether you publish an enthusiast / hobby magazine, a B2B trade magazine / association journal, a regional consumer / business magazine, or a local newspaper, each session will have something that you can immediately apply to your business.
Episodes
31 episodes
Two Ways to Grow Your Digital Audience with Meta Ads
If implemented properly, Meta Ads can be a cost-effective way for a publisher to drive website traffic and grow their email list.In this High Value Publishing session, Eric Shanfelt is joined by digital industry legend, Dennis Yu. Denni...
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Season 3
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Episode 4
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56:11
How to Use Google Postmaster Tools
As publishers, our email reputation and deliverability is critical. Google Postmaster Tools is a free tool that any publisher can use to see how well they are doing at delivering email to Gmail and Google Workspace users. Think of it like Googl...
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Season 3
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Episode 3
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16:20
What's Ahead for Media Companies in 2024
In this week's session of High Value Publishing, we're shifting focus from our usual digital strategies to reflect on what lies ahead for media companies in 2024 including:The enforcement of stronger email authentication by Google a...
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Season 3
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Episode 2
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15:44
7 Biggest Mistakes When Selling Digital Advertising
Eric Shanfelt and ad sales expert, Ryan Dohrn, show publishers how to avoid the 7 biggest mistakes sellers make when selling digital advertising.The Wrong Products for the Wrong ClientToo Many Products to SellFakin...
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Season 3
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Episode 1
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33:02
How to Create an AI Generated Podcast
For publishers, a podcast can be more than just an audio format. It can be a convenient way for readers to discover and follow your content, it can drive people back to your website, and eventually it can be a new revenue stream once you reach ...
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Season 2
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Episode 5
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15:29
Simplify Your Advertising Model to Drive More Revenue
In this High Value Publishing session, we'll discuss strategies for publishers to simplify their digital advertising models in order to drive more revenue, including:Consolidating underperforming ad products.Limiting invent...
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Season 2
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Episode 4
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33:54
SmartNews: What Publishers Need to Know
SmartNews is a rapidly growing news aggregator rivaling Google News and Apple News in usage. As such it can be an important part of an overall content distribution strategy for publishers.But publishers need to go in with their eyes wide...
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Season 2
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Episode 3
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23:12
Fix Your Email Newsletter Subject and Preheader Text
Email newsletter subject lines and preheader text play a pivotal role in increasing newsletter open rates and, in turn, ad impressions, website traffic, and overall engagement with your audience.Despite their importance, many publishers ...
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Season 2
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Episode 2
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24:31
Is Google a Publisher Friend or Enemy #1?
Is Google good or bad for publishers? A Department of Justice antitrust lawsuit against Google is bringing this question to the forefront.In this High Value Publishing session, Eric Shanfelt and his guest, Kenny Katzgrau of
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Season 2
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Episode 1
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30:06
How Publishers Can Make 6-Digit Revenue with Donations
Would you like to develop a 6-digit reader revenue stream without launching a paywall? If so, look no further than The Berkshire Edge, a small, regional publication in Massachusetts.A couple of years ago, The Berkshire Edge launched an ...
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Season 1
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Episode 22
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35:13
Your Direct Traffic in Google Analytics Is Wrong ... Here's How To Fix It
Did you know that Google Analytics is misleading you?If you look at analytics regularly, you see a lot of web traffic coming from the Direct source.Most publishers think this represents people who directly type in their website URL....
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Season 1
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Episode 21
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29:27
Google Search Console for Publishers
Google Search Console is the key to understanding how Google sees your website and how get more traffic from search.However, it is amazing how many publishers don't have Google Search Console set up, don't know how to use it, or don't u...
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Season 1
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Episode 20
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34:01
How to Sell Cobranded Social Media Advertising
Cobranded social media ads are a strong, 6-digit revenue stream that most publishers haven't tapped into yet. It's not difficult to implement and you only need a few social media followers to do it.With cobranded social media, you sell ...
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Season 1
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Episode 19
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35:41
Why Email Isn't Good Enough for Publishers Anymore
Gone are the days of utilizing our email deployment system solely as a distribution platform. To stay competitive as media companies, we must incorporate muti-channel communication (broadcast email, automated 1:1 emails, text messages, website ...
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Season 1
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Episode 18
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31:22
Top 5 Digital Ad Mistake Publishers Make
As publishers look for answers to declining digital media sales, the answer is sometimes not found in what they are selling but how they are going about selling it.During this session we talk about some of the most common mistakes publi...
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Season 1
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Episode 17
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32:24
Fix My Website: Los Angeles Magazine
Watch as we take an in-depth analysis – on-the-fly – at the website of Los Angeles Magazine, a consumer city magazine. We'll identify what they're doing well and what they could improve upon.In the analysis, we'll look at the design of t...
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Season 1
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Episode 16
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45:35
Facebook Business Manager: The Right Way for Publishers to Set It Up
In this High Value Publishing session, we’ll go over the right way for publishers to set up Facebook Business Manager and how it relates to the new Meta Business Suite.To be honest, most publishers haven’t set up Facebook Business Manag...
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Season 1
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Episode 15
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35:33
Improve Your Sponsored Emails with This Simple Template
Sponsored emails are a big revenue generator for publishers. But the creative advertisers send us are usually horrible.From single big images, to ultra complex HTML emails, advertisers and agencies often send creatives that:<...
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Season 1
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Episode 14
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24:36
Switch Now To Google Analytics 4
On July 1, 2023, Google will replace the current version of Google Analytics (also called Universal Analytics) with Google Analytics 4 (GA4). But I'm counseling all publishers to implement GA4 by July 1 of this year.In just over a...
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Season 1
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Episode 13
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24:24
Successful Paywall Strategies for Publishers
Are you considering a paywall or registration wall for your website? Are you having problems getting the kind of results you want from your paywall / regwall?My guest during this High Value Publishing session is Peter Ericson, founder of...
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Season 1
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Episode 12
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42:16
Why Your Magazine Subscription Form Sucks and How to Fix It
As publishers, all of us want more subscribers while cutting the cost of subscriber acquisition. But our own subscription forms are often our biggest problem!During this session we talk about the 7 biggest mistakes publishers make with t...
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Season 1
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Episode 11
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47:14
Your Advertisers' Bad Ad Campaign Alignment Is Hurting You
Advertisers often have poor campaign alignment. The objective of the campaign doesn't match the creative the advertiser delivers. Or the metrics they use to analyze the success or failure of the campaign doesn't match the objective or creative....
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Season 1
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Episode 10
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40:20
Q&A with Industry Dive CEO, Sean Griffey
In just a few short years, Sean Griffey and his team at Industry Dive have built an impressive B2B media company. But even if you're not in B2B, there is a lot that ANY media company can learn from their approach and success.As a digital...
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Season 1
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Episode 9
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40:59
7 Critical Email Tips for Publishers
Email is the lifeblood for media companies. It's a revenue stream in its own right, but also drives web traffic, live and online event registration, and is the most effective channel for generating new subscriptions for paid, free, and controll...
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Season 1
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Episode 8
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39:35
How to Launch Audience Extension Advertising
With audience extension advertising you buy digital ad inventory from programmatic partners, remarket to your audience as they visit select websites, and then resell that inventory through your own ad system.Some publishers already resel...
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Season 1
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Episode 7
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23:08