If anyone knows for sure what "mobile content" will look like next year, it should be Forbes, with several apps already out and more on the way. But even Forbes doesn't. That's why last month it held an internal "100% Mobile Day" in which reporters, editors and folks from the sales and PR side brainstormed what "Forbes for your phone" might look like.
Pitching Gadfly, Bloomberg's newly announced business analysis site, is well worth the try -- especially if you shape and pitch contributed content. Nearly all Gadfly essays run between 500 and 700 words, contain at least one chart, offer plenty of outbound links, and make a smart point that thoughtful readers -- even experts in a given field -- might not have considered.
In 2016, PR pros will pitch highly instrumented organizations where journalists double as audience development pros. The headlines and articles they write -- and how they write them -- will be shaped by what worked before. Next year, ask every friendly you have about the analytics and workflow software in place in their shop, and how it affects how they work and the choices they make.
On Jan. 4, when Forbes announces who earned a spot on the fifth annual 2016 Forbes 30 Under 30 List, at least two things will happen. One, readers will see what the faces of millennial success look like. And two, we'll see what a media brand can do when print, web, F2F and apps all converge in a single effort.
If there's one publication out there that never made a bad move, it's Quartz. According to Digiday, the three-year-old title now attracts 15 million uniques per month, about half from outside the US. More than 60 reporters and producers now publish between 50 and 60 pieces per day, Digiday says. That said, Quartz is at heart a software company.
Eighteen months out of Syracuse, Business Insider's Maya Kosoff is a modern tech reporter. She covers startups and venture capital on her own terms; there's nothing she is obliged to write, no story that will land her in trouble if she fails to post it. Like her BI colleagues, Maya produces lists, exposés and scoops -- none of which are fertile vehicles for PR.
While B2C content marketing is set to explode next year, B2B content marketing isn't -- and the divide seems to be widening. In this week's two-article SWMS special report, we look at trends in each and how they might affect PR agencies and tech brands in 2016.
As an intermediary between publishers who crave traffic and content creators who crave an audience, Outbrain stands to benefit from the content boom more than any other single company. Hoping to improve the quality of brand content everywhere, Outbrain just published "An A-Z Guide to Brand Publishing," an e-book containing wisdom you'll appreciate and want to use in your own roles as storyteller and facilitator.
Pando, again, is in trouble. In June we published "Pando's Last Stand," covering the publication's quest to persuade 5,000 readers to subscribe at $100 a year -- by year end. With eight weeks to go, reported EIC Sarah Lacy and editorial director Paul Carr this week, subscriptions have plateaued at "a fraction above 3,100." In response, Pando has announced Pando Patrons, a supplemental fundraising effort.
West coast bureau chief Jon Swartz just got some help waving the USA Today flag in Silicon Valley. USAT has promoted Laura Mandaro from west coast editor to tech editor; she now oversees all USAT tech coverage in print and online. She will work closely with Jon, Marco della Cava, Ed Baig, John Shinal and the rest of the USAT tech edit team.
It's tough to find a Tier 1 reporter willing to review apps each week. Mashable's Karissa Bell is one of them. In studying the apps Karissa has reviewed since late August, we found that utilities, photo apps and games attracted her most often. After that comes a category we'd simply call "fun."