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Matthew Buckland: Publisher

Matthew Buckland: Publisher

administrator

Matthew Buckland is an internet entrepreneur and investor with more than 20 years’ experience working in management and strategic roles for internet and technology businesses. His specialisation is internet and digital media, marketing and content. He founded the digital marketing and strategy agency Creative Spark which he sold in 2015, five years after he founded it, to UK-listed firm M&C Saatchi PLC. After an earn-out of approximately 3 years, Matthew eventually exited his company in 2018, taking a division of the company, Burn Media, with him. He currently runs the Burn Media Group -- a grouping of technology publishing brands which report on emerging markets: Memeburn.com, Ventureburn.com, Gearburn.com and others. Matthew is EIR to the Media Development Investment Fund (MDIF), a New York and Prague-based global media fund, helping its investees with digital strategy and business models in a range of countries. The MDIF has invested more than $166-million in over 114 independent businesses in 39 countries.

Online ‘permanence’

Imagine a world where you could actively sell advertising on archived content. Well, it’s here. Content on a website should never die. Never, ever. To delete content on a website is a waste. Online articles and their links should be permanent. In the world of the dead tree, articles have limited lifespans. You read your paper, then it’s used to wrap fish and chips, is thrown in the rubbish bin, or lives a lonely life of obscurity in some dusty library archive….

It’s about branding, stupid

Online advertising is not only about clicks, leads and acquisitions… branding is important too. There are a number of competing online advertising models on the net. By far the most dominant one used by online publishers is the Cost-per-Thousand (CPM) model. CPM is the closest online advertising gets to advertising in traditional media. The advertiser pays in advance to place an advert that will be displayed to the website’s readership base, which should generate return on investment. Through the campaign there will be branding for the advertiser, click-throughs on the advert, leads and hopefully acquisition of the product. Everyone’s happy?

Why can’t we all just get along?

The media world is undergoing profound change. We know the great catalyst for these changes has been the onward march of the digital age and the arrival of the internet.

This changing mediascape is often incorrectly portrayed as a battlefield, with two main skirmishes on the go. In the first “battle”, the soldiers have grown weary or just rather bored. This battle involves traditional media (newspapers, radio, TV) versus online media. The second “battle” is a much more interesting to look at. This skirmish involves mainstream media (which in this instance includes online publishers as they mostly practise traditional journalism) versus citizen media, which includes bloggers, vloggers and podcasters….

Battle of the business sites

Websites that report on financial news and information were always going to crack it online. The web is the perfect medium for delivering up-to-the-minute financial news and data. Moreover, the LSM of the average business news reader matches that of the online reader: Both are high. The five biggest consumer-focused business sites, reporting on general financial news in South Africa, are engaged in a tussle to capture a bigger share of this lucrative reader and advertising market….

© Memeburn 2024, a Burn Media publication.

No article may be published or reproduced without prior written permission from Memeburn.

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