Category Archives: Verso

INVERSO October

5 REASONS FOR OPTIMISM

About the book business, from Marcus Dohle.

CHEER UP

 

WALL STREET JOURNAL SEEKS WOMEN

New ad campaign targets ambitious GenZers and Millennials, especially women. “Those generations have a huge desire to make stuff happen.”

MAKE STUFF HAPPEN

 

WHERE DO I CLICK?

Instagram changes its CTA palette to reflect dominant color of the content. A good idea?

YOU DECIDE

 

BILLBOARDS THAT TELL A STORY

That is, they really have a lot of text. Not for drivers, obviously. Could be great for excerpts though, and reasonably priced.

SEE HOW THEY LOOK

INVERSO September

 

I’D LOVE TO SEE THAT PRESENTATION AGAIN

LinkedIn debuts “Native Video” to increase engagement.

“We are getting a wide range of people from tugboat operators to rock blasters and landscape architects,” Davies continues. “So, we have to think about how video will be most useful for those people.”

Lights, camera …

http://adage.com/article/digital/linkedin-debuts-nativ/310189/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1504032567&utm_visit=1144142

 

 

WOULD YOU LIKE EPIPHANY WITH THAT?

Have a little literature with your commute, thanks to the same concept that brings you Coca Cola and Fritos in waiting areas – vending machines. It’s happening in France and San Francisco.

How much for an O. Henry?

http://www.atlasobscura.com/places/short-story-vending-machine

 

 

THE AGING FACE OF FACEBOOK

It seems teens have other places to be:

http://adage.com/article/news/fb-charts/310188/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1504032567&utm_visit=1144142

Which is why CNN is going on Snapchat:

https://www.cnbc.com/2017/08/22/cnn-launches-daily-news-show-on-snapchat.html

Which doesn’t mean Facebook doesn’t still rule the world:

https://www.newyorker.com/magazine/2017/09/04/the-fake-news-fallacy

 

 

#HAPPYBIRTHDAY HASHTAG

https://www.nytimes.com/2017/08/23/business/hashtag-anniversary-twitter.html?mcubz=1

 

 

Next to Now – Late July Edition

 

 

IAB FAUs with VR, AR, and FAQ

The Standard Advertising Units are meeting new standards, as the IAB releases its new portfolio of Flexible Ad Units, including Virtual Reality, Augmented Reality, and other formats, spanning the latest in social media, mobile video (vertical! 360-degree!) and even emoji.

The biggest change is from fixed pixel sizes to aspect ratios. This may not be a big deal this week, but like the transition from Flash to HTML5 it will be changing our lives very soon.

OK GO!!!

 

 

PROGRAMMATIC NODS TO NATIVE

MediaRadar says more native is being purchased while programmatic spending is down.

This is partly due to brand safety concerns but performance plays in, our own experience suggests.

Print continues to descend – but readers gonna read. It’s not dead yet, especially among the kinds of readers who buy hardcovers.

Explore Nativity

A fuller look at ad spends this quarter HERE

 

 

SEARCH NODS TO DISCOVERY

Giving the people what they didn’t know they wanted.

“It requires a lot of tracking resources, which is not an easy thing to do, but success on the web is not easy either.”

Shop around

 

 

THE 10 MOST WATCHED ADS ON YOUTUBE

Help them to be watched still more.

Takeaways: Know what your audience knows and use that to tell a story they’ll relate to.   (Bonus: spend lots of money.)

Application: Utilize comps, fonts, art, and language to build familiarity, and if possible subvert the viewer’s expectations in a rewarding (amusing) way.

BEHOLD …

 

 

Verso Advertising Welcomes Martha Otis

September 3, 2014
New York, New York

For immediate release

Verso Advertising, Inc., a New York-based full service advertising agency specializing in the publishing industry, announces today that Martha Otis, Senior Vice President, Advertising, of Hachette Book Group, will be joining Verso Advertising as President on October 1, 2014.

Otis has been at Hachette (formerly Time Warner Trade Publishing) since 1994, managing a 30-person in-house advertising agency, where she handled all media-buying, creative, and execution for thousands of ads and almost 2,000 New York Times bestsellers, including nearly 350 New York Times #1 bestsellers. Prior to Hachette, Otis served as Vice President, Advertising and Promotion for the Simon & Schuster trade group.

Denise Berthiaume, President and owner of Verso Advertising, will relinquish day-to-day management responsibilities for the agency to become Chairman and owner as of October 1st.

Michael Kazan, Vice President and Managing Director, will be retiring from Verso after ten years with the agency. During his tenure at Verso, Kazan has had a vibrant and decisive role in building the business to become the pre-eminent advertising agency serving the book publishing industry.

Says Berthiaume of the transition, “This is the perfect match of experience and drive to lead the agency to a whole new phase of growth. Martha brings with her more than 30 years of marketing and advertising experience, and a thorough understanding of the role advertising plays in breaking out new voices and taking bestselling brand names to a new level. She has played a critical role in the publishing of such major bestselling authors as James Patterson, Nicholas Sparks, David Baldacci, Joshua Ferris, David Sedaris, J.K. Rowling, Tom Wolfe, Donna Tartt, Kate Atkinson, Sebastian Junger, and many others. We can’t wait for Martha to join the Verso team, and we anticipate she will hit the ground running on October 1st.”

Founded in 1989, Verso Advertising has built its reputation on successfully helping publishers market their books. Led by veterans of the book advertising industry and complemented by a young, talented staff drawn primarily from publishing and the arts, the agency has a current client list of more than thirty trade and academic accounts, including some of the most distinguished names in publishing.

Seamus Heaney

In Memoriam: Seamus Heaney

1939-2013

 

There are the mud-flowers of dialect
And the immortelles of perfect pitch
And that moment when the bird sings very close
To the music of what happens.

                                                                                   —from “Song”

Improved Digital Ad Serving for Verso Clients

Verso Advertising, Inc.

Great News for Verso Digital Clients

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IN BRIEF
  • Through its new partnership with AdSwerve, Verso Advertising gains a significantly improved level of direct in-house control over the entire ad serving process on behalf of its clients
  • Verso now can deliver state-of-the-art verification, standardization, and post-click tracking of campaign data across all the relevant measurement categories (CTR, CPM, CPC, CPA, etc.) on a daily basis
  • All these improvements are delivered at a minimal increased cost to the client

 

Verso · AdSwerve · DoubleClick

 

Verso Advertising is pleased to announce the next stage in the continuing evolution of our digital services. We are now offering all of our clients the benefits of a third party server for digital campaigns through a new agreement with AdSwerve, a provider of DoubleClick for Advertisers ad hosting and reporting. Continue reading

Verso Reader Survey: In the News

PaidContent reports on our latest Reader Survey:

“E-reader usage is growing beyond a group of early adopters, but new stats suggest that consumers are also increasingly resistant to buying an e-reader.”

The article does a good job of putting the Verso Survey results together with the latest numbers from Bowker/BISG.

eMarketer considers the Verso survey together with their own research and suggests there might be limits to the future growth of the e-reader market.

Our Survey provides a snapshot of consumer attitudes from December 2011, and over the past four surveys provides into the ways book-buyer sentiment and behavior have been shifting over the past three years.

Here’s a link to our slides from 2012 Winter Institute.

Here’s a link to our slides from 2012 Digital Book World.

Click here for links to news reports related to the latest Verso Survey of Book-Buying Behavior presented at Winter Institute and Digital Book World. Click here for a report from the survey presented at Tools of Change.

Also, check out Library Journal‘s report from Digital Book World, “A More Optimistic Unconference,” which noted “a markedly different psychology among the Big Six,” and remarked that “the all-important data to buy into a new, bigger picture [of the publishing ecosystem] is compelling.”

 

Verso Reader Survey: Reasons for Optimism

We are thrilled that our agency’s research was part of of two big reasons for optimism in book publishing over the past two weeks:  The American Booksellers Association “Winter Institute” and Digital Book World. Both conferences revealed crucial data from book publishing’s recent-past and evolving present, and both generated actionable ideas for our industry moving forward.

Here’s a link to our slides from 2012 Winter Institute.

Here’s a link to our slides from 2012 Digital Book World.

For links to news reports related to the latest Verso Survey of Book-Buying Behavior, click here.

For a final word, check out Library Journal‘s report from Digital Book World, “A More Optimistic Unconference,” which noted “a markedly different psychology among the Big Six,” and remarked that “the all-important data to buy into a new, bigger picture [of the publishing ecosystem] is compelling.”