Toyota has celebrated frontline workers, while sponsors like Visa and Bridgestone are honing in on how athletes are adapting to the crisis at home.
| Marketers are faced with many hard decisions right now that they never thought they would have to make. A major one for the International Olympic Committee’s 14 global brands came with the postponement of the Tokyo 2020 Olympics. They had to decide whether or not they should put the campaigns they worked on for the past two years into a drawer, ready to be opened again in 2021; or to adapt their plans but continue promoting their official Olympic partner status. Read more below. Some sponsors -- such as Toyota and Visa -- have developed Olympics ads and social media activity that reflects the current coronavirus situation, while others, like Coca-Cola, have simply postponed. In order to continue stimulating reader revenue, news publishers aren't mincing words in their messages to push subscriptions. For Digiday+ members, The upfronts have largely worked in the same way since 1960. Then along came the coronavirus crisis. In the latest edition of the Confessions series, one account director, who made it through the initial cuts at her company, is now working more hours as she takes on the tasks of her former coworkers. Coronavirus news isn't just driving more traffic, but corona-related newsletters are becoming the most subscribed newsletters that many news publishers produce. Other things to know about We’ll go deep on everything from the death of the cookie to how the role of chief media officer is changing at the Digiday Programmatic Marketing Summit LIVE. Learn more and reserve your pass to join us for an interactive discussion with top brand and agency leaders. At Digiday Media, our sponsors’ response to the Publisher Partner Coalition has been an extraordinary outpouring of tools and special offers. For publishers who have seen their business models upended by the coronavirus, the Coalition is helping to increase their revenue and cash position in trying times. Access all our sponsors’ offers at the Publisher Partner Coalition page. | | |
|
howdy! howdy! howdy! howdy! howdy! | | | McClatchy CEO Craig Forman on local publishing’s ‘paradox’: Audience up, ads down | | McClatchy CEO Craig Forman describes the local news company as more relevant than ever. "We've never seen digital traffic or even demand of the scale that we've seen for McClatchy," Forman said on the Digiday Podcast. But despite this boost, Forman acknowledges "a real paradox." "Demand is through the roof, but advertising has had more headwinds in 2020," Forman said. |
|
|
