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The New Requirement for Landing Media Coverage

Published

1 year ago

March 17, 2023

The New Requirement for Landing Media Coverage

When Valeria Palmertree, an independent public relations consultant, was working to place one of her clients, a “small, sophisticated jewellery brand” on the website of a lifestyle magazine, she thought it would be a seamless fit. She had a good relationship with an editor, and said the brand was “very well aligned” with the outlet’s overall aesthetic and ethos.

But there was a roadblock: the brand wasn’t yet part of an affiliate network, the platforms that track when readers make a purchase, allowing publications to get a commission on sales when readers click on links to products in their articles.

Her client, Palmertree said, was wary of giving up a cut of their profits when they were still operating on such a small scale. But after over a year of trying for editorial placements to no avail, she convinced them to try signing up for ShareaSale, an affiliate network that works with top publishers.

“We set her up, we pitched the brand, and within a matter of weeks, there was an inclusion,” she said.

To nab a mention in a major publication online, offering affiliate links has become something of a requirement in today’s media landscape. In a survey of over 100 brands and agencies from Awin and Digiday, nearly half plan to allocate at least 40 percent of their marketing budgets to affiliate programmes this year, and 17 percent plan to allocate over 80 percent.

As the traditional media business model of selling ads has become less lucrative, publishers have sought alternative ways to generate revenue. Revenue from affiliate links has made up for some of the decline, a trend that accelerated during the pandemic.

Publishers have put muscle behind these efforts, adding teams tasked with creating shoppable content. Vogue’s masthead lists seven full-time commerce staffers — more than it has on its features team. InStyle has a commerce team of 16, including a writer dedicated to Amazon; there are 13 people on its editorial team. Glamour has a commerce team of four compared to a traditional fashion editorial team of two. Cosmopolitan employs a shopping (another term for commerce) team of four.

Spokespeople for DotDash Meredith, Hearst and Condé Nast did not respond to requests for comment for the story.

The growing importance of affiliate income to media companies’ bottom lines has fundamentally changed how fashion editors choose which clothes, bags and shoes to feature.

“Editors have a much larger job these days,” said Kelsey Ogletree, a journalist and the founder of Pitchcraft, a software platform connecting publicists and small businesses with writers and editors. “They’re considering not only is this product worthy of editorial coverage, but also what is the money-making potential for their publication.”

However, the growing importance of affiliate links to the bottom line brings with it questions around whether they’ll eventually hit a point of diminishing returns. If a magazine recommends a product, is it because an editor has truly tested and loved a product? Or is it because that product sells particularly well, or that brand offers a higher commission to the publisher than a competitor?

Those lines have always been blurred — editors have long been encouraged to feature advertisers in photos or other editorial content. But brands, publicists and marketing experts say link between conventional ads and content wasn’t so all-consuming.

“With media, there’s an expectation going in that these are supposed to be places you can trust for product recommendations, there’s supposed to be that separation of church and state with advertising,” said Palmertree. “It feels like there’s a little bit of a blurred line there now that maybe didn’t exist before.”

The Changing Landscape

Affiliate links have prompted a shift for publicists, too, as they now must make affiliate placements along with organic press mentions. The expectation is that they’ll be able to guide their clients through the affiliate network onboarding process, then land placements in shopping round-ups. The holy grail is having a product reviewed on its own.

Jennifer Bett Communications launched an affiliate division last year specifically focussed on getting clients placements in link-driven shopping roundups or articles, one of several public relations agencies to create such a team. As well, affiliate marketing agencies have started hiring more traditional publicists to integrate that aspect into their businesses, said Parrish Essell, agency new business team leader at ShareaSale.

Uniting the press and affiliate links placement teams under one roof leads to “higher quality affiliate content,” said Melissa Duren Conner, JBC’s managing director.

Affiliate networks themselves also have direct relationships with publishers, added Essell, who will ask for recommendations on brands with interesting, unique products — and a compelling commission rate.

“The business side and the editorial side used to be really separate,” she said. “What we’re hearing from a lot of our publishing partners is that those … have to work together.”

The Cost

Affiliate marketing is more time and labour-intensive than other forms of marketing, like paid social, which simply involves creating the ad and uploading it to the platform. Affiliate involves maintaining relationships with publishers, and often requires the manpower of an in-house expert or an agency partner.

And it requires giving up a percentage of earnings — publishers often expect or require as much as 20 percent, said Essell, higher than an influencer typically receives.

“Five beauty brands vying for one spot, what helps them get over the edge? Likely the affiliate rate,” said Duren Conner.

There are still some holdouts: Zara doesn’t participate in affiliate programmes. But many brands feel they don’t have a choice but to play the game.

Otherwise, “there are just gonna be certain stories that you’re going to wish you’re in that you may not be,” said Duren Conner. “It’s going to make it harder, especially if you’re a young brand.”

There are other ways to secure a coveted media mention such as through stories that focus on a brand’s backstory, business strategy or its founder, rather than purely encouraging readers to make a purchase.

Though editors are often still thinking about affiliate links, even then.

“The first couple of years of telling the brand’s story will determine how well a brand can convert and perform on an affiliate piece down the line,” said affiliate marketing consultant Emma Grace Moon.

The Benefits

Apparel and accessories brand Frances Valentine waited six years after its 2016 debut to launch a full-blown affiliate program. Originally it was meant to increase awareness among influencers, but it’s led to an influx of traditional press coverage, too, said Florencia Gilardoni, the company’s marketing director.

After launching its affiliate program, “it skyrocketed as one of the top channels that consistently gives us revenue,” said Gilardoni.

That press coverage has paid off for Frances Valentine in multiple ways. The brand dressed Melissa McCarthy for Booking.com’s Super Bowl ad that aired last month, a high-profile opportunity that Gilardoni said was made possible by the boost in media attention.

“That’s something that probably would not have happened without the press coverage for her stylist to notice us,” she said.

For Jeannie Shin, director of marketing at luggage brand Calpak, she also found that joining an affiliate network in 2018 encouraged editors to link directly to their website, rather than one of their retail partners, always a wish for brands.

Before adding affiliate to its marketing mix, the brand was losing out on valuable data.

“We’re not seeing who the customer is, we’re not able to retarget this audience and grow that business,” she said.

Of course, just as influencers have had to contend with the question of trustworthiness in their recommendations, so do publishers. Shilling every product that might convert, no matter if it’s a fit for the publication appears in or not, rarely ends well.

“Editor picks do lose some of their meaning when they’re being driven by affiliate programs,” said Ogletree.

Related Topics:Coverage Landing Media Requirement seo

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Samsung: 6-Day Workweek For Execs, Company in Emergency Mode

Published

1 hour ago

April 19, 2024

Entireweb News Bot

Samsung: 6-Day Workweek For Execs, Company in Emergency Mode

Four-day workweeks might have all the buzz, but one major tech company is going in the opposite direction.

Samsung is implementing a six-day workweek for all executives after some of the firm’s core businesses delivered lower-than-expected financial results last year.

A Samsung Group executive told a Korean news outlet that “considering that performance of our major units, including Samsung Electronics Co., fell short of expectations in 2023, we are introducing the six-day work week for executives to inject a sense of crisis and make all-out efforts to overcome this crisis.”

Lower performance combined with other economic uncertainties like high borrowing costs have pushed the South Korean company to enter “emergency mode,” per The Korea Economic Daily.

Executives at all Samsung Group divisions will be affected, including those in sales and manufacturing, according to the report.

Samsung had its worst financial year in over a decade in 2023, with the Wall Street Journal reporting that net profit fell 73% in Q4. It also lost its top spot on the global smartphone market to Apple in the same quarter, though it reclaimed it this year.

Though employees below the executive level aren’t yet mandated to clock in on weekends, some might follow the unwritten example of their bosses. After all, The Korea Economic Daily reports that executives across some Samsung divisions have been voluntarily working six days a week since January, before the company decided to implement the six-day workweek policy.

Entrepreneur has reached out to Samsung’s U.S. newsroom to ask if this news includes executives situated globally, including in the U.S., or if it only affects employees in Korea. Samsung did not immediately respond.

Research on the relationship between hours worked and output shows that working more does not necessarily increase productivity.

A Stanford project, for example, found that overwork leads to decreased total output. Average productivity decreases due to stress, sleep deprivation, and other factors “to the extent that the additional hours [worked] provide no benefit (and, in fact, are detrimental),” the study said.

Longer hours can also mean long-term health effects. The World Health Organization found that working more than 55 hours a week decreases life expectancy and increases the risk of stroke by 35%.

The same 55-hour workweek leads to a 17% higher risk of heart disease, per the same study.

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John Deere Hiring CTO ‘Chief Tractor Officer,’ TikTok Creator

Published

23 hours ago

April 18, 2024

Entireweb News Bot

John Deere Hiring CTO 'Chief Tractor Officer,' TikTok Creator

^{This article originally appeared on Business Insider.}

Agriculture equipment company John Deere is on the hunt for a different kind of CTO.

The brand on Tuesday announced a two-week search to find a “Chief Tractor Officer” who would create social media content to reach younger consumers.

One winning applicant will receive up to $192,300 to traverse the country over the next several months showcasing the way John Deere products are used by workers, from Yellowstone National Park to Chicago’s Wrigley Field and beyond.

“No matter what you do — whether it’s your coffee, getting dressed in the morning, driving to work, the building you go into — it’s all been touched by a construction worker, a farmer, or a lawn care maintenance group,” Jen Hartmann, John Deere’s global director of strategic public relations, told AdAge.

To kick off the search, John Deere tapped NFL quarterback Brock Purdy (who will presumably be a bit busy this Fall to take the job himself) to star in a clip in which he attempts to set out on a road trip in an industrial tractor.

Suited up in the obligatory vest, work boots, and John Deere hat, Purdy’s progress is interrupted by teammate Colton McKivitz hopping into the cab while a string of messages floods in from other athletes and influencers expressing interest in the job.

The clip also represents the first time that the 187-year-old company has used celebrities to promote itself, Hartmann told AdAge.

According to the contest rules, entrants have until April 29 at midnight to submit a single 60-second video making their pitch for why they should be the face and voice of the company.

In addition, entrants must live in the 48 contiguous states or DC — sorry Hawaii and Alaska residents. Interestingly, any AI-generated submissions are prohibited, too.

Videos will be judged against four categories — originally, creativity, quality, and brand knowledge — after which five finalists will be chosen and notified after May 17.

AFFILIATE MARKETING

How to Capitalize On This Thriving Talent Pool to Drive Your Company’s Growth

Published

2 days ago

April 17, 2024

Entireweb News Bot

How to Capitalize On This Thriving Talent Pool to Drive Your Company's Growth

Opinions expressed by Entrepreneur contributors are their own.

As business operations shift, executives and entrepreneurs are increasingly turning to an on-demand workforce that is simultaneously empowered by technology and drawn to purpose-driven projects.

Consider Upwork, whose 2020 Future of Workforce Pulse Report revealed that nearly 80% of hiring managers engaging freelancers feel confident about doing so. These hires provide coveted expertise — on a project-to-project basis — that entrepreneurs need to scale their operations without incurring long-term overhead costs.

This new market paradigm also promotes dynamism, with 79% of businesses agreeing that freelance talent enables greater innovativeness. Perhaps most telling, 84% of hiring managers utilizing it feel more assured about adapting to future disruption, compared to just 69% of those relying solely on full-time staff.

By capitalizing on freelance marketplaces, entrepreneurs can amplify employer branding, augment capabilities and future-proof organizations, even amid turbulence. As nearly 60% of hiring managers plan to increase engagement with freelancers over the next two years, the time is now for executives to realize their inherent potential.

The job market continues to shift

After a season of massive hiring, we’re back to seeing layoffs and downsizing. Companies are feeling the bloat—from unused office spaces with rising rent to oversized employee structures — and are shifting focus to hiring only the most essential positions. This leaves a critical talent gap needed for complex projects and specialized tasks. Highly skilled and specialized independents can fill this void.

A few key benefits to engaging them:

• Access to niche experts: Platforms like Toptal and Guru provide access to elite professionals from leading Fortune 500 companies and innovative startups. Whether the need is for a machine learning specialist, growth strategist or financial modeler, entrepreneurs can now curate on-demand teams that boast specialized skillsets, enabling them to focus investment on projects with the highest strategic value.

• Enhanced agility: Leading corporations increasingly “rent” skills by tapping freelance experts for initiatives involving new technologies or while entering unfamiliar markets. With niche contributors available to plug knowledge gaps, owners can explore ideas that once seemed unrealistic due to internal constraints—unlocking inventiveness and first-mover advantage.

• Stronger employment brand: Blending full-time employees with project-based freelancers signals a commitment to modernization and work-life balance. Offering both engaging work and flexibility will help draw exceptional candidates and help you compete with corporate giants for top-tier talent.

Tips for capitalizing on gig talent

Having explored the forces reshaping work, executives may wonder how to effectively leverage freelance platforms. After all, how can you know you’re getting your money’s worth if a hire isn’t physically present full-time?

• Define projects clearly: Contract hires thrive when expectations and deadlines are established upfront. So, clearly, detail needs around deliverables, success metrics, required skills and projected time investments. Staying ahead when it comes to communication and expectations will help avoid headaches, including delays.

• Build loyalty with talent: The best independent professionals have options regarding the projects they accept. Study their profiles to discern passions and incentives. Offer interesting work, flexibility and strong communication to motivate interest and improve results.

• Manage collaboration: Provide steady context, feedback and guidance at each project stage, but also foster autonomy, even while directing efforts toward strategic goals. A dynamic balance of these qualities drives optimal outcomes.

• Continue expanding your talent pool: Add proven freelancers to an internal database for repeat engagements, and notify talent about new initiatives for which their expertise would provide an edge. Uncovering additional ways, freelancers can enhance the business deepens the relationship.

Top platforms for connecting with talent

Now comes the hard part: finding contractors who bring fractional expertise sets. There are a growing number of platforms, of course, but I’ve found that the following stand out as leaders:

Fiverr: Ideal for execs seeking design, digital marketing, writing, video and admin support. Known for affordability and ease of posting jobs. It taps a global talent pool, too.

Upwork: A flexible platform that spans more than 150 skills. Used by everyone from small businesses to global enterprises. Strong at IT, development, design, finance and consulting.

Toptal: Focuses exclusively on the top 3% of talent. Best for expert software developers, designers, project managers and finance experts. All contributors are extensively vetted.

Contra: A growing independent platform that vets and connects both job candidates and hiring companies. Best of all, it doesn’t take a commission from projects.

The numbers speak for themselves: businesses engaging freelance professionals report greater confidence and competitiveness, as well as the ability to withstand turbulence, yet legacy beliefs can still cause hesitancy among those keen to hire. Supported by such specialized collaborators, companies can explore new horizons unencumbered by a one-time narrow view of staffing models.