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William H. Sadlier: A Case of Visualizing Vocabulary

Though best known for its rigorous educational material intended for college bound kids, William H. Sadlier decided that in early 2011, it wanted to expand its repertoire, and target struggling middle school students and English language learners as well. Working with educational experts, Sadlier settled on creating a vocabulary program that used audio and video to not only engage students, but provide an alternative teaching strategy for educators.Read More >> EILEEN MULLAN

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Exploring Customer Motivations with Mindset Index

In an effort to help brands better understand the intent and motivations of their target audiences, San Francisco-based Twelvefold Media--which calls itself "an emotive-based media company that helps brands target, reach and persuade engaged audiences"--introduced the Mindset Index on Jan. 24.Read More >> WED 25 JAN 2012 | CHRIS SEYMOUR

Marketing to Millennials: Market Strategy 101

A global study conducted by the Economist Intelligence Unit (EIU), titled "Maturing with the Millenials," claimed that more than half of the executives polled had not yet developed a way to target, attract, or retain Millennials as customers. This is a significant insight, since this generation is and will continue to be a formidable purchasing body. They are just beginning to graduate from college, enter the work force, and establish lives of their own. With those life steps comes the need to make purchases, including the most basic ones such as a car, furniture, and food. Digital natives didn't just appear on the horizon, and it is surprising to see that companies are, to a great extent, still up in the air about how to go after this audience.Read More >> MON 23 JAN 2012 | MICHAEL P. RUSSELL

Surfline and Sean Collins: A Digital Media Success Story

It's true in any industry: you never know where the next success story is going to come from. That's especially true in the world of digital publishing, where anyone with a passion and a little bit of know-how can start a site or community for like-minded people across the globe. No where was this more evident than in the story of Sean Collins, an icon in the surfing community and founder of Surfline.com.Read More >> FRI 20 JAN 2012 | TOM HOGAN

Is The Guardian's Commitment to Free Content Wavering?

The best things in life are free, it's been said -- but the cost to compete in the online news business has taken its toll on countless newspapers from The New York Times to The Australian, which have started charging users to access digital content. Now, add British daily The Guardian to the mix, which last week put up a paywall on its iPad app, requiring a £9.99 ($13.99 USD) monthly subscription.Read More >> WED 18 JAN 2012

Occupy the Internet: Web Companies Protest SOPA and PIPA

The average American may not spend much time thinking about individual bills working their way through government machines. But popular websites are making sure the average web user knows exactly what SOPA (Stop Online Piracy Act) and PIPA (the Protect IP Act) are by hitting them where it hurts: in the Wikipedia.Read More >> WED 18 JAN 2012

Marketing to Millennials: Know Your Market to Stay on Target

A number of companies have taken the "we know our market" approach by using a simple demographic definition of the market, as opposed to defining the market based on an understanding of the drivers of demand. Knowing these drivers offers far more insight when establishing a market strategy.Read More >> MON 16 JAN 2012 | MICHAEL P. RUSSELL

Facebook Privacy: 10 Simple Tips to Security on the Social Network

Sharing your thoughts and activities on Facebook in and of of itself is not necessarily a problem. The problem comes when users forget that everyone in their social network is reading their posts. When you post something in frustration over your boss, co-worker, spouse, or friend, remember that the boss, co-worker, spouse, or friend-and all their networked friends (and all of their networked friends)-may also be reading your posts. It is possible to take part in Facebook and still maintain a modicum of privacy. To accomplish this, keep these 10 lessons in mind.Read More >> FRI 13 JAN 2012 | CYNTHIA HETHERINGTON

Keeping an Eye on Candidates: Web Tools Monitor Elected Officials and Legislation

Occupy Wall Street protestors have been drawing the media's attention to the influence of corporations on the America political system for months. With primary season now in full-swing it seems that the web is getting in on the action. This week has seen announcements from LegiNation as well as MapLight, both of which aim to keep voters informed about what their elected representatives are up to and who is influencing them.Read More >> THU 12 JAN 2012

Twitter Tips for Publishers

We all know Twitter is a powerful tool, but many publishers aren't sure how to build goodwill while still promoting their own content. Here are a few quick tips for publishers looking to implement a simple social media strategy that doesn't give community short shrift while building traffic and brand awareness.Read More >> WED 11 JAN 2012 | THERESA CRAMER

Marketing to Millennials: Old-School Mass Media Marketing With a Twist

It is helpful to keep in mind a simple adage coined by Ray Krok, the founder of McDonald's: "Look after the customer and the business will take care of itself." This is true for any generation (or population for that matter). Understand your customers, what motivates their demand, and meet those needs. The fact that Millennials now use multiple means to obtain and share information creates both a challenge and an opportunity. For a long time, marketers took a broad approach, as the channels available to them were geared toward a mass market strategy. The message could be targeted, but the medium reached the masses. Contrary to some current beliefs, those avenues are still available.Read More >> MON 09 JAN 2012 | MICHAEL P. RUSSELL
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