Yesterday I attended the 2013 BRITE Conference, hosted by the Columbia Business School Center on Brand Leadership. This is the second year I’ve attended that conference, and it is one of the best ones out there: very high on quality content and speakers, low on buzzwords and talking heads.
One of my favorite sessions of the day featured
Liz Schimel, EVP & Chief Digital Officer of Meredith National Media Group, who shared some amazing insights on Meredith’s migration of its business model.
Did you know that Meredith is also the agency of record for Kraft, one of its largest advertisers? Or that 50% of the company’s mobile readers are accessing content
while in a store? Or that SEO is one of the key value propositions that a media company brings to the table? Or that Meredith is now collecting store-level purchase data and connecting it to its advertising programs? I didn’t.
I used Storify to collect some of the best Tweets summarizing the session below — I find this to be a really efficient way to get the key highlights of a conference session. Take a look & let me know what you think!
View the story "Meredith's Liz Schimel Talks Innovative Media Models at BRITE Conference" on Storify]
Meredith’s Liz Schimel Talks Innovative Media Models at BRITE Conference
Recap of an amazing session at the 2013 BRITE Conference, featuring Liz Schimel, EVP & Chief Digital Officer Meredith National Media Group, discussing innovation in media.
Tonia Ries· Tue, Mar 05 2013 09:30:10
Ava Seave @quantummedianyc and Liz Schimel @meredithcorp on media Models for Mobile Consumers #briteconf http://pic.twitter.com/1qb6EA7S9Vbill hartnett
we have not seen a decrease in print, only an increase in digital @meredithcorp #BRITEconfandrea gayle
100MM meredith readers 40MM are online. some are migrating over some are growing #briteconf @meredithcorp @quantummedianycBonnie Morris
The future is mobile.
Every recipe turns into a shopping list – 50% of #mobile usage of Meredith sites are in store #briteconfTonia Ries
Meredith is creating great contextual opportunities for advertisers on mobile that are much > powerful than a banner -LSchimel #BRITEconfDavid Rogers
The role of media? Content, audience, SEO and agency.
do brands need media companies? the SEO piece is *really* important < great point by Liz Schimel @MeredithCorp #briteconfTonia Ries
@meridethcorp operates as content agency for Kraft not just media outlet for ads. #Disruption #BriteConf #AgencyPanicDrew Neisser
.@meredithcorp "SEO is critical. Just creating content does not reach an audience". SEO isn’t a dirty word, it’s necessary #BRITEconferic3000
Why do brands need media? trust and audience (Ava Seave calls this "customer captivity"). #briteconfMike O’Toole
New formats: visual and video.
Pinterest is a sweet spot for @meredithcorp – no surprise. #briteconfTonia Ries
Meredith – getting very aggressive with video and branded video. Big part of revenue growth plan #BRITEconfjim follett
Efficiencies are key — but not enough.
Meredith – programmatic buying is efficient BUT must be offset with highly contextual audience environment creation #BRITEconfjim follett
We have always been a massive CRM machine – @meredithcorp at #BRITEconfDavid Rogers
Delivering bottom-line ROI by connecting to commerce.
.@MeredithCorp is guaranteeing sales lift for some customers – partnering w Nielsen to do so #measurement #media #ROI #briteconfTonia Ries
.@meredithcorp is Understanding local shopping behavior in real time with allrecipes users plus bringing in other data sources #BRITEconferic3000
Meredith – Shopper data and insights are big part of future – third party data streams and access to 100m woman are huge #BRITEconfjim follett
Data scientists: now part of a media company’s core expertise.
.@MeredithCorp has made huge investment in data scientists & other digital experts, want data expertise in-house #briteconfTonia Ries
"In- house data department to study pulse of consumer is our secret sauce." @MeredithCorp #BRITEconf @LizSchimelJay Corcoran
SEO, data and Analytics, digital marketing expertise…you need to have experts and they need to be on teams together, not siloed #BriteConferic3000
Beyond media: pop-up stores and agency work
brand extensions @MeredithCorp: eg. Better Homes & Gardens e-commerce pop up shop on Walmart site #briteconfTonia Ries
did you know @MeredithCorp is the agency of record for Kraft? (have acquired agencies etc for years) #briteconfTonia Ries
Shifting the model to digital.
print advtg business is still bigger than digital @MeredithCorp – but digital revenue has doubled in last 18 mos #briteconfTonia Ries
Migration of print consumers to interact with us online is an incredibly important driver of profitability for us. @MeredithCorp #BRITEconfMarni Edelhart