Lucia Moses on Muck Rack

Lucia Moses Verified

Senior Editor — Digiday
As seen in:  Digiday, Adweek, Digiday
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Senior editor at Digiday. (917) 209-8549

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.

Pageviews aren't perfect, but ad buyers see flaws in attention measures — Publishers are selling attention, but are advertisers buying? Turns out even those who support the use of attention minutes see limitations on its adoption. It's a tempting idea. The Internet is drowning in pageviews, which has depressed ad rates (a problem that's been exacerbated by the rise of mobile, where rates are even lower).

Meredith is the latest publisher to embrace native ads — Like many publishers, Meredith Corp. has acknowledged that its financial performance has been depressed by the rise of automated ad buying. Now it's fighting back with the tool of publishers everywhere: native ads. Meredith's first such ads will appear later this month on, which is set to relaunch Wednesday.

Inside Gannett's editorial innovation lab — When Gannett Digital created an interactive feature for the Des Moines Register called Harvest of Change, it wasn't just notable because it incorporated cutting-edge technology, virtual reality headset Oculus Rift. It's an example of the work the company is doing to try to create that scale and speed with forward-looking applications that can play across the company.

The Huffington Post offers agencies content lessons — In a deal with Leo Burnett, The Huffington Post will help the creative agency create content for clients, going so far as to embed one or two employees at Leo Burnett's Chicago offices. Leo Burnett also will have access to the HuffPost's social dashboard that tracks how content is performing on the site.

Publishers Clearing House tries to recast its brand for millennials — Publishers Clearing House is a brand with a troubled past. The direct-marketing, sweepstakes and online shopping company is best known for sending the "prize patrol" (and, at one point, Ed McMahon) to surprise unsuspecting winners at their door with a novelty check, flowers and balloons.
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Oct 21, 2014

So NYTimes makes premium email product free. So will they cut price of remaining Premier svc? via @capitalnewyork

Oct 21, 2014

Publishers are getting more like Silicon Valley all the time. Now, it's A/B testing

Oct 21, 2014

@BAFeldman: people are always asking, who exactly is The Economist? it’s me. they don’t use individual names but i’m The Economist

Oct 20, 2014

My first feature for Digiday profiles Erin Pettigrew, who is anything but your stereotypical Gawker employee

Oct 20, 2014

Cutting thru the jargon, keeping rates premium...publishers really have their work cut out for them w/programmatic.

Oct 19, 2014

Geico, 1-min pharma Hulu is trying to make me mute every ad. (It's working)

Oct 19, 2014

"No one is supposed to age past 45 — sartorially, cosmetically, attitudinally. Everybody dresses like a teenager."

Oct 19, 2014

Wow; U.S. "one of just a handful of nations where maternal mortality actually rose over the last decade.." @TIME

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