Jonah Peretti

Heather Fletcher is senior content editor with Target Marketing.

When BuzzFeed representatives speak, content marketers listen. Now, the digital publisher boasting “6 billion monthly content views” has a new ad model that lets marketers “swarm” several consumer touchpoints with just one post. Chances are, other publishers may try to emulate the option.

The Web publishing world has been slightly panicked over the growth of mobile consumption—mostly because for individual sites, the just money isn't there. Mobile banners are seen as a lousy brand vehicle, which is why so many are rushing to native ads. BuzzFeed founder and CEO Jonah Peretti might as well be telling the industry: rush faster. (And while you're at it, write longer stories instead of short blog posts and cheap slide shows.) According to Peretti, mobile ads perform better for BuzzFeed than do desktop ads, in terms of clickthroughs and sharing.

According to Koechley, tests show that traffic to content at Upworthy can vary by as much as 500 percent simply because of the headline. “The headline is our one chance to reach people who have a million other things that they're thinking about, and who didn't wake up in the morning wanting to care about feminism or climate change, or the policy details of the election." Given how significant a headline can be to clickthrough rate in both search and social online channels, we decided to test different headline types to determine those that resonate most with readers

Baby Boomer marketers should be salivating over the 105 million-strong millennial market. Born between 1982 and 2004, millennials make up the first generation that actually outsizes the influential-but-aging Boomers. So why are so many senior marketers missing the opportunity—and their piece of $200 billion in spending power? Why are they convinced the methods and media that have worked during the past 30 years of their careers will continue to produce results with tech-savvy millennials, even though they have vastly different media habits? Among other things, Baby Boomer marketers need to accept the fact that millennials have not inherited their parents'

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