Sharing Ideas, Inspiration, and Opportunities in Digital Media
We realize that women in digital media come from a variety of creative and technical fields. Some of you are employed in organizations and businesses, or a wide variety of media outlets. And others may be looking for work, are independently or find freelance gigs. We welcome all who support the democratic vision of diversity and equality for all. We encourage you to join with us, ask important questions, share ideas and solutions, and be willing to learn from and teach each other along the way. We added this new group Women in Digital Media, to our organization, Exceptional Women in Publishing, in order to focus on amplifying women’s voices, expanding our influence, and creating more leadership opportunities for women in society, in publishing, and the burgeoning digital media workplaces.
We find it increasingly important to be vigilant to the needs of women who are just entering the publishing and media workplace and to increase the numbers of those who have power and influence to improve and innovate. Women make up a significant portion of the overall participants of social media, yet we are sadly under-represented in the leadership positions, especially the board rooms of Web 2.0 companies. EWIP and WiDM aim to change these dismal statistics by increasing the number of women in leadership roles and promoting the ranks of “board-ready” women who actively seek influential positions. We want to hear from you. We want your voices heard. Join us. Facebook | LinkedIn
“We’re following the money” EWIP reports from the Yale Publishing Course
In a recent blog post, Linda Ruth, an EWIP board member reporting from the Yale Publishing Course, shares why Google executives expect the digital advertising space to grow into a $50 billion opportunity. We have reprinted her blog post here.
WE’RE FOLLOWING THE MONEY at Yale Publishing Course and it’s led us here, to online display advertising and $50 billion of space just waiting to be bought and sold. And that’s just a beginning. As all media becomes digital—and we can see that happening—Google expects to grow into a $200 billion business. The $50 billion is what’s on the table right now. How do we get to that number? It’s the gap between media use and ad dollars. Content and use has shifted online faster than ad dollars. Today one third of media time is spent online but scarcely more than 10% of media dollars are spent there. If, or when, those ad dollars follow the consumers online, that’s the impact we can expect.
Today is Day Four of Yale Publishing Course, and we’ve dealt with creative and organizational issues, with the product and the money, with digital and print, with problems and solutions. We’ve gone from cave paintings to the USDA food pyramid and played Mozart on our wine glasses. At breakfast this morning I looked through a gorgeous app from a Vietnamese fashion magazine and discussed job opportunities with a student from Iran. The great thing about publishing-and about Yale Publishing Course–is that it’s all about both creativity and commerce. We learn how to make money and have fun along the way.
The migration of advertising dollars online presents plenty of opportunity for both. Roberta MGarfinkle of TargetCast and Jordan Bitterman of Digitas were here to talk about ad agencies and how publishers can work with them to key into this shift. Advertisers are looking for The Next Big Idea. A publisher that can provide great, innovative ideas and implement them will get their attention–but it isn’t always the Big Idea that delivers the value. As we break new ground we also must pay attention to what we have already learned and know and continue to do it well.
On the way we have some pretty big challenges. A full 28% of media dollars spent online disappear in transaction costs, never making it to the publisher. Relative to other channels that is a huge number, and publishers need to solve that in order to realize their profit potential, Cohen cautioned. And of course there is the challenge presented by the proliferation of formats. But with $50–or $200–billion out there, awaiting the exercise of publisher creativity and imagination, is there anywhere else we’d rather be right now?
For more take-ways from the Yale Publishing Course visit Linda’s blog.