Lucia Moses on Muck Rack

Lucia Moses Verified

Senior Editor — Digiday
As seen in:  Digiday, Adweek

Senior editor at Digiday. A teacher once said of me, 'Watch out for the quiet ones.' 917.209.8549

Why Scientology's 'Going Clear' Twitter attack backfired — The Church of Scientology is well-known for going full-out in attempts to silence its critics. But as its tactics leading up to the March 29 premier of Alex Gibney's HBO documentary "Going Clear" show, it's less successful in its use of social media.

What will be on digital publishers' minds a year from now? — At Digiday's Publishing Summit in Vail, Colorado, the big issues at the tip publishers' lips included viewability challenges, mobile and programmatic. Some of the more pressing themes were big topics at last year's publishing retreat, too. Others - like ad blocking and publishing directly on platforms - gained prominence this year.

How 3 publishers combat data leakage — Many publishers fear data leakage, when a third party collects valuable data about their digital audience without their permission. These third parties (be they agencies or ad tech companies) then use that data to create and buy a look-alike audience more cheaply elsewhere, thereby sidestepping the publisher.

Publishers chime in on controversial Facebook ploy — The controversial news that publishers including The New York Times and BuzzFeed may publish straight into Facebook's ecosystem was one of several hot topics at Digiday's Publishing Summit in Vail, Colorado, where hundreds of digital publishing executives are gathering this week to hash out the issues facing their industry's future.

The case for publishing directly to Facebook — When the subject of Facebook comes up with publishers, there's not much room for nuance. For publishers, Facebook comes with strings attached - it's become a significant source of referral traffic and a way to expose their content to new audiences, but research shows that people who come to publisher sites from social media don't stay as long, which makes them less valuable to some advertisers.

Inside BuzzFeed's plan to prove its native ads work — By the standards of BuzzFeed, which tries to maximize how much its content is shared, its campaign for Toyota was a hit. Of everyone who saw the campaign, three in 10 shared it with others. At the center was a video, "First Car Vs.

Hearst president David Carey: 'We're a content company with a platform mentality' — This is Executive Summary, a new Digiday series featuring media company leaders talking about how they're meeting the demands of the shifting digital media landscape. To kick off the series, we talked to David Carey, who has been the president of Hearst Magazines since 2010.

The New Republic's comeback plan: native ads — The New Republic CEO Guy Vidra has called for massive changes at the 100-year-old institution, contributing to a massive staff exodus four months ago, but has been short on specifics. Now, it's clear that native is going to be a big part of that future.

Inside the new Guardian-led programmatic ad sales network — Advertising is clearly heading in a programmatic direction. By one estimate, from Magna Global, the worldwide programmatic ad market will double by 2017, to top $32 billion. But niche publishers face the same challenge of competing for scale as they did with online display advertising.

How PlayBuzz out-BuzzFeeds BuzzFeed — At a time when publishers and platforms can't seem to swim in their own lanes, PlayBuzz is a notable exception. PlayBuzz took a page from other viral quiz and listicle factories such as BuzzFeed and ViralNova to become one of the most-shared sites on Facebook.
More Articles →
Mar 30, 2015

We asked digital publishers what will be on their minds a year from now. Here's what they told us

Mar 27, 2015

The drink cart system on my United flight needs a serious rethink

Mar 27, 2015

It's been a great 1st year at @Digiday. Looking forward to many more!

Mar 27, 2015

Playboy's Jimmy Jellinek says Playboy is fun, Vice is not. "Everyone’s like Vice, Vice, Vice. Who really watches that shit?” #DigidayDPS

Mar 26, 2015

@Danabrams is known more for his beard than his book, if you believe Google autocomplete

Mar 26, 2015

@danabrams says the media business is even harder than the restaurant business.

Mar 26, 2015

We got a lot of Facebook on our site today

Mar 26, 2015

"If publishers’ audience matters, they should fight against it."-Publishing execs on controversial Facebook ploy

Email Lucia by joining Muck Rack Pro

Are You a Journalist?

Make a Portfolio

Create a free Muck Rack account to customize your profile and upload a portfolio of your best work.

Share This Profile