Tag Archives: radio

The Way We Read Now

The Way We Read Now


We know what is essential. Yes, liquor stores are classified as essential services under the Tri-State Workforce Reductions Order. But we also know that books are essential.

With the closure of libraries and bookstores, and Amazon de-prioritizing books for shipment, avid readers are hungrier than ever for suggestions as they make the most out of the new normal.

Which kind of reader are you?

Take Verso’s quiz to find out which reader archetype you resemble.





Books We Love in the Time of Coronavirus




1) When I return home with arms full of toilet paper, sanitary wipes and hard liquor, I like to curl up with something like: 

  1. STATION ELEVEN (Imaginative fiction depicting an Earth ravished by plague.)
  2. THE MIRROR AND THE LIGHT (Historical fiction with strong characters struggling to survive in the face of irrationality and betrayal.)
  3. TOUGH TALKING COWBOY (Can romance blossom on Wild Rose Ranch?)




2) When I reflect that even the best television hammers and lengthens my brain waves into a state of placid inertia, I crack open a copy of: 

  1. THE FIFTH RISK (It turns out that the “Deep State” is actually just experienced public servants trying to get their jobs done.)
  2. JOHN ADAMS UNDER FIRE (The lawyer who would become our second President faces crises of patriotism and ethics.)
  3. PRISONER OF NIGHT (The author reveals that, sometimes, being a vampire can make you feel bad.)




3) As soon as I realize that my home is as clean as it is damn well going to get right now, I gratefully rest my eyes upon:

  1. CAPITAL AND IDEOLOGY (A renowned economist writes more than 1,000 pages about why life is so horribly unfair.)
  2. THE GIFT OF FORGIVENESS (Anecdotal evidence suggests that it may be possible to be less enraged.)
  3. PETE THE CAT: THE GREAT LEPRECHAUN CHASE (Pete the Cat embarks on a great chase that concerns leprechauns.)




4) If social media has sucked away time, and I am no longer certain whether I wake or sleep, then I attempt to restore an iota of sanity with:

  1. EDUCATED (Evidence to support a theory that education could still have meaning.)
  2. THE MAMBA MENTALITY (Techniques and practices for becoming less of a clumsy dolt.)
  3. THE OUTSIDER (Terrible things happen that are merely fictional.)




5) Death is flapping musty, bat-like wings over all I cherish. Luckily, I’ve been awaiting this opportunity to read: 

  1. BECOMING (A kind, intelligent person works hard at doing good things.)
  2. THE TATTOOIST OF AUSCHWITZ (A few people strive to remain human in harrowing circumstances.)
  3. THE MAGA DOCTRINE (A competent president with excellent ideas manages the greatest country in the world with aplomb.)




NOW give yourself 30 points for every A answer, 20 points for every B answer, and 10 points for every C answer.

130 – 150 points: You are the ENGAGED READER who reads books to improve your connection with reality. I am sorry.

100 – 129 points: You are the IMAGINATIVE READER who seeks out-of-the-box solutions to persistent problems. How’s it going?

50 – 99  points: You are the HAPPY READER. Godspeed.

0 – 49 points: You are the NON-READER. You have done something wrong and you are probably why we’re here in the first place.

Thank you for participating!

Please mail your results to:
79 Madison Ave, 8th Floor, New York, NY 10016.

(No reason, we just like mail.)










This crisis makes us think about what we value and why we’re here. Be good to yourself and to others.

Here are a few advertising suggestions:

Print outlets — including those with strong book coverage like The New York Times and NYTBR, The New Yorker, Entertainment Weekly, Harper’s, The Atlantic, New York Review of Books and The Week — are 85-95% subscription-based. So they are landing weekly or monthly in the homes of people seeking entertainment, information, and recommendations!

News! Radio! News radio! NPR, Apple News, iHeartRadio, SiriusXM. The audience for news has never been greater than right now and when you need to get away from the news, cooking, fitness, parenting, tech, and culture are all targetable, for example through Spotify.

Podcasts. Of course.

Cancelled tours. Changing pub dates. Books launching right now. We’re here to help with geo-targeting, targeted newsletters, trade advertising, regional ads, digital and display ads; campaigns small, medium or large.

Because, as we all know, books are essential.

Get in touch with any questions or requests. We’re here for you.


Get in Touch ‣




Versolutions Road Trip

Versolutions Road Trip


Somewhere between Los Angeles and New York …

your reader needs a book. Let’s solve that problem!

It’s a big country but as you know, we often focus on the coasts and major cities. Here are a few ways to think about connecting those dots on the map … in the car.

Going somewhere?

Long vacation drives mean lots of opportunities.

  • Sirius XM radio: Over 65.4 million people are tuned in, and many vehicles have it pre-installed for a free trial.
  • iHeartRadio: Beloved brands and great targeting possibilities. Newer vehicles have streaming audio built right in so it’s just a tap away.
  • Podcasts: So last week, yet so now! As of 2018, 22 percent of Americans have listened to podcasts in the car.
Sirius XM · iHearRadio · Podcasts

Of course the airwaves are still alive with listeners too and Verso has been getting you the best rates for traditional radio since 1989.

Connect with a nationwide audience for a song!

By the way, highway billboards.

Let’s go there ‣

Next to Now for November 4



They were supposed to be the next big thing in advertising: a kind of native advertising you could book and run programmatically. But the New York Times reports that those “Promoted Stories” style ads with rows of photos and links beneath articles are falling out of favor. While we’re fans of native advertising when it’s executed with an authentic voice, real content affinity, and true transparency, we’re not big fans of “native programmatic”—a concept that seems like an oxymoron at best. As readers continue to complain and high end website continue to notice how poorly click-bait headlines look on their pages, we expect to see less of this kind of advertising going forward.

#programmatic #native



OK, that headline is a little click-baity. Programmatic is livelier than ever, responsible for as much as 89% of overall banner ad  buying by some counts. The question is really: has the word “programmatic” out-lived its usefulness? This “Op-Ed” by 360i’s Kolin Kleveno argues that the term is being used so frequently that it’s becoming meaningless. He argues that the true use of the term should point to two factors in a campaign—data-driven and automated—but it’s being bandied about by every ad tech vendor under the sun. That said, even if we limit the term to those two factors,it doesn’t narrow usage down much these days. With everything from applying an optimization algorithm to running ads in emails only when they’re opened, what’s *not* data driven and automated?




Reddit, the online community of communities, is introducing a new ad option that lets advertisers target users by the groups they frequent most. As Reddit is a passionate community, this is a great way to target users by interest. Because many Reddit users are also outspokenly anti-advertising, the company is wisely providing an “opt-out” option for all users. No advertiser wants to launch their product in the face of someone who would likely turn around and trash the product, just because it’s being advertised to him or her.





A post on eMarketer suggests that listeners still turn to radio for music, followed by owned music, and then by streaming services such as Pandora and Spotify. While radio doesn’t offer the campaign metrics of streaming services, it remains a great way to reach a broad and engaged group of people.


#streaming #audio #radio



Instagram and Snapchat are the two most popular apps for Millennials and Gen Z. But how do they fare mano a mano? Adweek compares the two based on polling and finds that they’re neck and neck. Instagram doing a little bit better with ad recall, but Snapchat ahead by a nose in quality of features and perceived “coolness.”

#instagram #snapchat #millennials



In print. Just saying.

#slack #apple #microsoft #print



Columbia Journalism Review points to the massive decline in print ad revenue at major papers such as The Wall Street Journal—and how we’re seeing the real effects of those declines now.

#cjr #wsj #print


photo (c) 2016 Martha Otis