According to a recent BtoB Magazine research study, in 2013, B2B marketers will likely spend on the channels they think are effective in getting content in front of prospects. Of those surveyed by B2B Magazine, 93% said they would be updating their website as this was their highest source of information sharing.
But no matter what, a flashy website will only work for so long. And as cliché as it sounds, content is King. And The New Yorker is continuing to build its empire. Over the past several years, The New Yorker has launched numerous new Web channels and looks to continue the trend in the next couple of months with the launch of a Science and Technology channel as well as a Business channel. The Science and Tech channel will expand the number of blog posts from writers such as Ken Auletta, Gary Marcus and Tim Wu. While the Business hub will feature more infographics and video content and will feature the magazines most popular writers such as Malcolm Gladwell.
Another established brand looking to reinvigorate itself is NPR. With the birth of digital radio, the organization is launching its first advertising campaign in four markets to push its digital radio assets this month in four markets: Dallas, Indianapolis, Orlando and San Diego. The campaign will run for three months and include TV, billboards, transit, print and digital advertising and will be funded by a grant from the Ford Foundation. While it doesn’t rely on advertising for support, NPR understands the importance of maintaining relevancy to its current audience and the need to expand its digital offerings to complete with the number of digital radio formats now available.