Lucia Moses on Muck Rack

Lucia Moses Verified

Senior Editor — Digiday
As seen in:  Digiday, Adweek

Senior editor at Digiday. (917) 209-8549

The publishers that put their content directly on social platforms — Publishers love social networks for the traffic they send, but the question remains if that inevitably leads them to need to publish directly on those platforms - with the squeamish consequences that could entail. For now, most publishers are loathe to make that choice, even if Facebook is hinting at it.

How Harvard Business Review wins social media — The phrase "clickable content" is unlikely to bring to mind thrilling headlines from the Harvard Business Review. Despite a redesign four years ago, the niche business publication has fought a reputation of being an academic journal for the business elite, with recent headlines like " The Five Competitive Forces that Shape Strategy," " Where to Look for Insight" and " With Big Data Comes Big Responsibility."

How USA Today nearly doubled its circulation — Who says newspapers can't grow readership any more? USA Today grew its total circulation an astounding 44 percent to 4.1 million from 2.9 million in the past year, according to new data from the Alliance for Audited Media.

WTF are time-based metrics? — Time-based metrics are having a moment. A small number of publishers have been getting attention for the idea of selling based on time readers spend on their sites rather than clicks, as a way of reversing the downward pressure on ad rates. Many others reportedly are considering selling this way.

What journalists learn when they become entrepreneurs — Three years ago, Columbia's journalism school came out with a report that stated the painfully obvious: Journalists are ignorant about their business, and they need to get educated if they want their organizations to be competitive online. There are a few notable bold and brave journalists, however: those who have heeded the startup call, embracing the Silicon Valley startup ethos.

Throwback Thursday: Remember the 'Netflix for magazines?' — People love Netflix and Hulu, so it stands to reason that other companies would want to co-opt the model for their own industry. One such venture is Next Issue Media. It sounded like a great idea five years ago: Give people all-you-can-eat access to magazines and newspapers on their tablets, thereby generating a whole new revenue stream for publishers.

How Ziff Davis is expanding globally — The economics of digital advertising favor players with scale, and, increasingly, publishers are looking overseas for growth. The trick is to establish local credibility while keeping costs in check. The Huffington Post does it by partnering with local-market publishers.

How A/B testing became publishers' go-to traffic builder — David Ogilvy is quoted as having said, "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar." That figure may well be higher now, with people increasingly coming to the news by clicking links in their social media feeds.

This is the most important person at Gawker you've never heard of — Nick Denton, the co-founder of Gawker Media, is known for his penchant for measuring the impact of his blog network. Gawker started rewarding bloggers based on traffic back in 2008 (later switching to monthly uniques). His latest obsession is the company's sharply increasing revenue growth, which is displayed on a monitor that's mounted on the main floor of the Gawker headquarters in Manhattan's Nolita neighborhood.

How are publishers getting programmatic wrong? — For publishers, having a programmatic sales strategy is no longer a question of whether it's something they should do but how they should go about it. According to a MagnaGlobal forecast, nearly 90 percent of U.S. advertising will be bought programmatically by 2017, up from about 50 percent this year.
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Oct 29, 2014

Taibbi e.g. shows, not all journos cut out to strike out on own. These 3 say it's harder than it looks. via @digiday

Oct 27, 2014

Nooo RT Whoa, Why Do You Have a Section Called 'Fat Girl Costumes'?

Oct 27, 2014

@jason_kint agree, there's more call for DR-type results. Time spent is nice, but leads/sales even better

Oct 27, 2014

RT @mlcalderone: "T is really critical to The New York Times," Sulzberger said between sips of a martini.

Oct 24, 2014

Neat grafic via @nudd will tell you how much of your precious prose is wasted

Oct 23, 2014

@NYDailyNews "don't panic" indeed. Glad to see tabs show restraint..

Oct 23, 2014

Only in NY kids does ego rule RT @joepompeo: "You can bet your bottom dollar Rupert will try to outlast the News”…

Oct 23, 2014

Stay calm: RT @voxdotcom: An Ebola survivor exemplifies how we should all react to the new case…

Oct 23, 2014

Writers "'never' write a story based on something sent thru a pitch.' Don't believe it. @HarvardBiz…

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