High Value Publishing

Email newsletter subject lines and preheader text play a pivotal role in increasing newsletter open rates and, in turn, ad impressions, website traffic, and overall engagement with your audience.

Despite their importance, many publishers fail to utilize the subject line and preheader text effectively. Common mistakes include overly long subject lines, irrelevant or missing preheader text, and the inclusion of unnecessary elements such as 'view in browser' links.

In this High Value Publishing Session, Eric Shanfelt covers tactics to improve your email subject lines and preheader text, thus improving overall email performance. Tactics include using the brand name in the 'from' field, keeping subject lines concise, relevant and intriguing, and utilizing the preheader text to either expand on the subject line or highlight additional content contained within the email.

By making some simple adjustments, and by testing email subject lines and preheader text on different devices and platforms, publishers can significantly enhance the value of their newsletters to advertisers, subscribers, and for their own business objectives.
Learn more at https://nearviewmedia.com/

Is Google good or bad for publishers? A Department of Justice antitrust lawsuit against Google is bringing this question to the forefront.

In this High Value Publishing session, Eric Shanfelt and his guest, Kenny Katzgrau of Broadstreet Ads, delve into the implications of the lawsuit and how publishers should best interact with Google. The conversation stems from a recent subpoena request by Google and the Department of Justice concerning ad tech, triggering reflections on Google's position as either a friend or foe to publishers.

Google has a growing presence in the publishing industry not only through technologies like Google Ad Manager, Google Analytics and Google Tag Manager, but through initiatives like Google News Initiative (GNI) and the funding it provides to publishers. Despite some positives, publishers should be wary. There are inherent conflicts of interest as Google is a major industry competitor while simultaneously playing a significant role in education and support for publishers. The ongoing federal antitrust case against Google highlights this complicated relationship.

The discussion emphasizes that publishers need to evaluate their reliance on Google's services and take Google's recommendations with a grain of salt. Publishers must differentiate themselves by offering unique products and partnerships that Google's platforms can't replicate. Publishers also need to approach Google's advice with caution realizing that Google is looking out for its own best interests.
Learn more at https://nearviewmedia.com/

Would you like to develop a 6-digit reader revenue stream without launching a paywall? If so, look no further than The Berkshire Edge, a small, regional publication in Massachusetts.
A couple of years ago, The Berkshire Edge launched an online membership that was donation only ... no paywall. They now have over 1,600 members approaching $120,000 per year in donation revenue.
David Walsh with Web Publisher PRO joins Eric Shanfelt in today's High Value Publishing session to talk about the The Berkshire Edge's donation model.
Together, they will show you how they launched it, how to position a donation model with your audience, and talk about which markets a donation model would be best suited for.
Learn more at https://nearviewmedia.com/

Did you know that Google Analytics is misleading you?
If you look at analytics regularly, you see a lot of web traffic coming from the Direct source.
Most publishers think this represents people who directly type in their website URL. But it doesn't.
Up to 90% of "direct" traffic is actually "unknown". Google Analytics doesn't know the actual source, so it classifies unknown as direct traffic.
This misleads us into thinking our audiences are more loyal than they actually are, and hides how effective our social media, Google News, and email programs are.
We need to fix this immediately and during this High Value Publishing session, I'll show you how.
Learn more at https://nearviewmedia.com/

As publishers, our email reputation and deliverability is critical. Google Postmaster Tools is a free tool that any publisher can use to see how well they are doing at delivering email to Gmail and Google Workspace users. Think of it like Google Search Console, but for email. It provides insights into email performance, sender reputation, and potential deliverability issues. Google Postmaster Tools provides insight into your:

• Spam Rate
• IP Reputation
• Domain Reputation
• Feedback Loop (FBL)
• Email Authentication (DKIM, SPF, DMARC)
• Email Encryption (TLS)
• Delivery Errors

Learn more at https://nearviewmedia.com/