Growing Digital Advertising Revenue without Losing Your Editorial Soul
How a more human approach to ads and advertising sales can boost revenue.
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Event Details
Advertising revenue for most large secular media outlets and their Catholic media counterparts has seen a consistent decline over the past several years, largely because of the massive decline in print ad demand and the commoditization and dehumanization of digital advertising.
This trend is exacerbated by the prevalence of intrusive and annoying digital ads that are bought and sold - and often not actually seen due to cookie blocking, ad blockers and bots - through big tech programmatic platforms at rates that are insufficient to financially support the growth of quality digital media.
Led by Hugh Macken of VMR Communications LLC, this webinar will introduce a novel advertising revenue model that is quietly reversing this trend for both print and digital publications by reverting to traditional advertising principles and re-establishing more direct relationships between publishers and advertisers that are not mediated by big tech.
We will delve into various forms such an advertising model can take, including advertising sponsorships, and offer insights on how to structure the components of this model to safeguard editorial integrity. We will look at real-world examples from both secular and Catholic media to inform our discussion.
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Hugh Macken serves as the Founder and President of VMR Communications LLC, a company he established in 2008. Headquartered in Ave Maria, Florida, VMR, which is the consonant form of "Ave Maria," operates as a comprehensive advertising agency specializing in digital advertising strategies and creative marketing ideas that are tailored to support the expansion of Catholic educational apostolates and Catholic media.
VMR’s clients have included Crux Catholic Media, Clean Media, University of Dallas, The Leo House of New York City, DeSales Media and many other mission-aligned organizations in the US and around the world.
Leveraging the expertise of a diverse team of digital marketing professionals situated across the United States, Canada, and the Philippines, VMR facilitates compelling and impactful digital and print advertising that supports the growth of the Catholic Church in the world. Central to VMR's approach is adherence to the ethical principles of advertising, epitomized by the golden rule: Advertise to others as you would want others to advertise to you.