Advertising Media - Publications - Faculty & Research

06 Jul 2020
News

Will the Facebook advertising boycott force the social media giant to change? Not likely

18 May 2015
News

Advertisers Get Serious About Playing With Their Brands

15 Aug 2021
News

You’ve Never Heard of the Biggest Digital Media Company in America

more than $11 billion, and more readers, as measured by Comscore, than any media brand you’ve ever heard of—an average of 751 million visits a month.” The article details how Elias built the company with his cofounder in the 2000s around... View Details

26 Mar 2013
News

Facebook's other first lady

Keywords: social media; News, Library, Internet, and Other Services; Information; Management

01 Sep 2010
News

You’ve Been YouTubed

are. You can’t hope to project an idealized version of the truth.” The old rules of marketing and advertising still apply, too: “The genius is not in the choice of medium: in the simple idea of using social View Details

Keywords: Julia Hanna; social media; Advertising, Public Relations, and Related Services; Professional Services; Air Transportation; Transportation

10 Dec 2014
News

Front-Row Seat

Media offers advertisers different target audiences across its various sites and publications. In addition, the Atlantic publishes just 10 times a year, versus weekly or daily. Online and print View Details

Keywords: Julia Hanna; digital media; Corporate, Subsidiary, and Regional Managing Offices; Management

01 Sep 2017
News

Read All About It: Journalism Can Be Profitable

news content creation business. Creating high-quality news content is an expensive endeavor and one that doesn’t scale that easily. These companies are platforms that can aggregate consumer demand and sell advertising against that. It’s... View Details

Keywords: April White; New York Times; newspapers; Google; Wirecutter; social media; Facebook; News, Library, Internet, and Other Services; Information

29 Oct 2013
News

Sheila Marmon

06 Jan 2011
News

Ego goes solo

13 Dec 2016
News

Eye Appeal Is Buy Appeal: Business Creates the Color of Foods

01 Dec 2023
News

Thinking Ahead

for advertising, targeting, and pricing decisions in his research, is more broadly interested in the “creator economy” ecosystem that includes influencers like Li; platforms like TikTok, Instagram, and YouTube; and the brands whose View Details

Keywords: Julia Hanna; Illustrations by Chris Gash; News, Library, Internet, and Other Services; Information

22 Feb 2022
News

Breaking News

Illustration by Dana Smith Illustration by Dana Smith Throughout your work at HBS and HKS, you’ve studied the changing media landscape from several angles. What are some of the major challenges to sustainability that local newspapers... View Details

Keywords: Jen McFarland Flint; illustration by Dana Smith; News, Library, Internet, and Other Services; Information

01 Aug 1998
News

High Honors

an entrepreneur. With several other HBS graduates, he undertook a decidedly low-tech startup: plastic phone book covers to carry local advertisements in Massachusetts. The company, the National Merchandising Corporation, was such a... View Details

12 Nov 2021
News

Alumni Business Leaders on Confronting the Climate Change Challenge

Taking a Stand. Patagonia pulled its advertising from Facebook and has recently renewed its call on other firms to boycott the platform until Facebook can make sure its products do no harm. What would taking a stand look like for your... View Details

01 Dec 2016
News

Research Brief: So Many Sites, So Little Time

paper by Professor Shane Greenstein with Andre Boik of UC Davis and Jeffrey Prince of Indiana University offers surprising—and helpful—insights for advertisers or anyone else hoping to win online attention. Greenstein and his coauthors... View Details

04 Sep 2019
News

Ask the Expert: Bounce Back

Illustration by Michael Sloan/The i Spot Illustration by Michael Sloan/The i Spot The rate at which people have been signing on to social media in the last decade had many marketers wondering if it might replace email altogether as a way... View Details

Keywords: Jen McFarland Flint

01 Jun 2007
News

Uncorked

an advertisement for perfume.” In 1972, E. & J. Gallo Winery called out of the blue and invited McClelland to its Modesto headquarters to manage its network television purchases. Eventually becoming the family company’s first female vice... View Details

Keywords: sanitary napkins; Advertising, Public Relations, and Related Services; Professional Services

01 Sep 2018
News

The True Value of a Tweet

Image by John Ritter Companies can spend millions curating their social media presence—with sometimes famously funny results, like the Twitter accounts for Wendy’s and Denny’s—but how relevant is that to revenues? Here, Associate... View Details