First there was "A/B testing," where a publisher would float two different headlines on their own site and go with the better one. That's still around, but nowadays it's all about "dark testing" on Facebook. TechCrunch does this, as do Refinery29, Fusion and many other titles that publish directly to the FB platform.
PureWow may not leap to mind among women's lifestyle publishers. It should. In 2015 its audience grew more than 300 percent. Its revenue more than doubled. "We completely blew past our numbers," says EIC Mary Kate McGrath. This is no mean feat considering fierce competition from Refinery29, Popsugar, HuffPo and countless others.
Says Emarketer: the average American watches 76 minutes of web video each day. In the wake of 33 presentations at the 2015 NewFronts (which ended today), even more reasons to watch web video are on the way. This SWMS analysis can help refine your storytelling and sense of audience.
"OMG, I'm a millennial," Tweeted Christina Bonnington this week, when she couldn't remember what a "keyboard typing machine" was called. The former Wired Gadget Lab writer, now the newly hired technology editor for Refinery29, doesn't really need to remember the word "typewriter" anyway. She's got an important new job these days, focusing on cool, useful technology that will fascinate Refinery29's 22 million monthly readers.