November 27, 2017

Time Inc. Bought by Meredith Corp. in Koch-Backed Deal

Time Inc. Bought By Meredith Corp. in Koch-Backed Deal

Time Inc.

Fabled magazine publisher Time Inc. is being bought by slightly-less-fabled publisher Meredith Corporation for $2.8 billion cash. The $18.50 share price is a 46% premium over the stock’s recent level but well under the $25.95 all-time high in 2015. Meredith’s investment is supported by $650 million from the arch-conservative Koch brothers, who promise no involvement in editorial decisions. Sure.

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Ad Revenue Shifting to Mobile and Alternative Media: PQ Media Study

PR Web

Time Inc. owns some digital properties, including online advertising and identity aggregator Viant. But publishing still accounts for three-quarters of its revenue and its falling stock price reflects the decline of that industry. A study from industry analyst PQ Media reports that print advertising has declined by almost half over the past two decades. You knew that. But did you know that older internet channels have started to stagnate, with revenue shifting to alternatives including “mobile location marketing, digital billboard advertising, online videogame advertising, product placement in television and over-the-top video”? Over-all, PQ Media projects 3.2% growth in ad revenue in 2017 and 5.2% in election- and Olympics-fueled 2018.

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Just 15% of Marketers Are Using Adtech Effectively: ID Comms Survey

ID Comms

All that growth doesn’t mean marketers are doing a great job managing their money. A study from ID Comms found that just 15% of advertisers say they’re using media technology effectively, even though 75% agree they need a clear adtech strategy. Good news for some of us: specialist tech consultants are the most trusted adtech advisors.

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