| "Adapt or die" - The Mail, Independent, Newsworks and Expedia on tablet take-up | | 23 January 2013, 3:00PM | 
Tablets are not killing newspapers, they’re offering a lifeline to the revitalisation and rebirth of ‘news brands’ beyond the dreaded paywall, say the experts. Assembled at Newsworks’ Tablet Summit, representatives from the likes of Guardian Media Group, Mail Newspapers, The Independent, Expedia and News International gave their take on the future of the newspaper industry as tablet take-up rockets. Guy Zitter group managing director at the Mail put it starkly. He said it was a case of ”Adapt or die”.
| | | | The seven social networks to keep an eye on in 2013 | | 23 January 2013, 2:23PM |  If you could travel back in time to October 2010 and were reading the right blogs you might have heard about the launch of a little photo app that made your camera phone pictures look like Polaroids By December of that same year it had one million users. The app, of course, was Instagram and now it has around 90 million active monthly users although it was reported to have lost many recently it is still going strong. What’s next though? Is there another Instagram out there waiting to break through?
| | | | | | | Are there certain industries that shouldn't be using Social Media? | | 23 January 2013, 11:50AM |  There have been so many articles in recent years about why companies should be harnessing Social Media – most of these articles have been written by industry professionals like myself attempting to secure business. These articles often talk about the benefits for lead generation, developing online communities and securing brand reputation – all entirely acceptable and credible reasons for looking to integrate Social Media into a larger marketing and communications strategy. So, with this in mind I’ve decided to take an alternate approach and look at some industries and situations where Social Media simply might not be appropriate.
| | | | | | | The end of digital marketing is nigh | | 22 January 2013, 1:50PM |  A recent report from global research firm Forrester - predicting that 'digital marketing' will lose its prefix and become just 'marketing' in 2013 - has sparked a debate between marketers who agree with the forecast and those who believe digital should continue being treated as a separate discipline. In an effort to put this dispute to bed, here's my response to the prediction.
| | | | Paying for Likes: the rising trend of false social media advertising | | 22 January 2013, 12:55PM |  Social media is gently intruding further and further in to our lives. It’s starting to get unified with the desktop (look at the native Facebook facilities on Apple's Mountain Lion OS and Windows 8′s ever-changing social tiles), and it is a constant presence in the physical world around us (how many QR codes can you spot in the next hour? And how many invitations to ‘like’ or ‘follow’ a company through a litany of social media outlets?).
| | | | | | | Why tablets are good news for advertisers (and media owners) | | 22 January 2013, 8:52AM |  I keep reading that if media owners put their content behind paywalls, then advertising revenues will suffer. The theory, I guess, is that fewer people will access the content, and so the value to the advertiser will decrease. But people have always paid for good content, and advertisers have always targeted subscribers, whether that content is a game, news, or a glossy magazine. What they pay to access it on, is - or should be – irrelevant. An active, engaged subscriber is surely worth more to an advertiser than an anonymous 'eyeball'.
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