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

WSJ now has a 40-person video team cranking out over 150 videos a month — The Wall Street Journal is zealous about protecting its paywall, and with good reason - circulation revenue contributes nearly half of its total revenue, fueled by more than 900,000 digital subscribers. But with video, the Journal takes a broader view.

NYT's NewFronts pitch: Did we mention the storytelling? — The New York Times kicked off the NewFronts Monday with a pitch to buyers that reinforced its quality-over-quantity message. Missed it? Here's a recap. The Pitch The Times can't compete with video powerhouses like Vice and BuzzFeed for sheer streams, but it has deep journalistic authority, and the Times made sure that wasn't missed on its audience.

The Amazon vet who is bringing order to Time Inc.'s tech sprawl — Traditional publishers like to talk about the trust they've built up with readers and advertisers over time. But in today's scale-driven digital economy, heritage alone isn't enough. That's why they're making a big push for technology-driven efficiencies - and why the CTO is the new star of the publishing company.

Confessions of digital ad pioneer John Battelle: We got a lot of grief for the banner ad — Back in 1993, before ad networks, social media and banner ads, a group of people interested in the intersection of culture and technology started a magazine they called Wired. John Battelle was its founding managing editor.

4 factors that are holding back programmatic — We all hear the stats: More than half of digital display advertising, or nearly $15 billion, will be sold programmatically this year. But obscuring those big numbers are industry forces holding back programmatic. Publishing, agency and vendor representatives hashed out the issues at a Varick Media Management programmatic event Wednesday.

Why The Atlantic is eschewing the infinite scroll — While most publishers are pushing recommended links and continuously scrolling article pages in front of users, The Atlantic is going in the opposite direction. With its newly designed website, the opinion and culture journal got rid of tactics it used to use to keep people clicking around the site longer to goose page views.

Another mobile headache for publishers: viewability — There's a sea change in how digital advertising is being sold, with advertisers and their agencies demanding that ads be viewable by humans without having to pay more. But as bad as the battle is as it plays out over desktop ads, those in the trenches say it's only going to get worse when attention shifts to mobile devices.

Publishers take ad-targeting cues for Facebook posts — Facebook has been enlarging its role in the publishing ecosystem, from trying to handle publishers' ad targeting to its controversial pitch to getting them to post their articles directly to the social network. Now comes interest targeting.

The Washington Post takes an Amazon-inspired approach to native ad targeting — Advertisers may complain that it's hard to scale native ads, but they also want them to be put in front of the right people. Efficiency can mean more than one thing. The Washington Post believes it has found the solution in its own newsroom, of all places.

Time Inc.’s Joe Ripp: ‘Quality content will always prevail.’ — As the CEO of the newly public Time Inc., Joe Ripp has to bring speed and growth to the onetime crown jewel of publishing, all the while facing print industry headwinds and quarterly financial pressures.
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Apr 27, 2015

Why Time Inc.'s CTO isn't worried about BuzzFeed and Vox tip @mediagazer

Apr 24, 2015

RT @joepompeo: “ finds that tegna auto-corrects to tenga, which is a quite-popular-in-Japan set of masturbation tools.”…

Apr 24, 2015

Digital ad pioneer @Johnbattelle shares his thoughts on early mistakes of the Web and how they can be fixed

Apr 24, 2015

Why do reporters feel the need to write that a source "told" them? Isn't it (usually) assumed? Just feels gratuitous.

Apr 24, 2015

Digital ad pioneer John Battelle says Google is facing an "existential crisis right now." tip @mediagazer

Apr 23, 2015

Great exchanging ideas, taking down native ad buzzwords with @joelazauskas @adamanyc

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