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InContext Newsletter: DCN’s weekly briefing of media news – April 11, 2019

April 11, 2019

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content


Publishers have their mojo back

I’m calling it. 2019 is the year publishers get their mojo back. While there’s still work to be done – and the rewards for many are further down the road – the signs are pointing in the right direction. Those of you who have been in the business for a while are probably thinking: “Haven’t we been here before?” and perhaps you’re wondering what’s really changed in the past two years. Here’s the way I see it.

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Attention is abundant, but you have to earn it

Advertisers used to take our attention for granted — because they could. For every hour of television we watched, networks force-fed us 17 minutes of commercials. Radio jingles were a fixture of every car ride. Whenever we opened a newspaper or a magazine, we were greeted by pages upon pages of slogans and taglines. In those days, marketers could always count on having a direct line to consumers. There was no opting-out; audience attention was an entitlement. But we all know those days are long gone.

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Are YouTube video ads getting longer?

When YouTube first introduced the six-second video ad in 2016, it seemed like the future of the industry would be all about shorter ad content. At the time, Google linked the launch to the rise in mobile viewing, saying that “many people prefer to watch on their smartphone – for the control, personalization and ease it offers.” Everyone expected to see more snackable inventory and ad formats.

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Community connection drives local news engagement, though support lags

Financially, it’s not the best of times for many local news companies in the U.S. Revenue losses continue as local publishers’ transition to digital platforms. However, while financial sustainability remains in question, overall findings from the new Pew Research Center survey show that consumers are engaged with local news.

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DCN’s must reads: week of April 11, 2019

Here are some of the best media stories our team has read so far this week:


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