Welcome to the Toolkits Show, a new podcast making sense of the major themes, trends, and developments shaping the business of content.
In each episode we explore how publishers are monetizing digital content, how content is transforming modern brands and companies, and hear from the people and personalities at the industry’s cutting edge.
This week:
Avoiding news and not consuming news are different things: New research out of Austria explores the difference between news avoidance and news consumption — with some surprising findings.
Trough of disillusionment: Generative AI is firmly stuck in the experimentation phase inside brand marketing, thanks to concerns about brand safety. Meanwhile, content marketers are finding that using gen AI comes with too many checks and balances to make it efficient.
New fronts in the subscriptions vs. advertising debate: Media buyers say they don’t expect to pay the premiums that some publishers are placing on their first-party audience data and contextual targeting solutions following the deprecation of the cookie — indicating more trouble lies ahead for ad-first publishers. Meanwhile, Bloomberg says programmatic ads are at odds with subscriptions.
Where should content live inside a company? Multiple content chiefs say brands need to rethink which department “owns” content responsibilities — and it shouldn’t be marketing.