By Greg Mason, CEO of Purch

For years, publishers have raced to win over new online audiences, wherever those audiences might be — on Facebook, Google and myriad other platforms that readers use every day. The thought process behind this mad chase was simple: To stay relevant, publishers reckoned, they had to reach as wide of an audience as possible, across as many platforms as possible — surely profitability would follow.

This thought process turned out to be partly correct; entire media empires have risen on the backs of digital platforms. But profitability? It turns out that the immense ad revenues associated with larger audiences were not a foregone conclusion. The platforms hosting those audiences, namely Google and Facebook, now guzzle up ad revenue like water at the finish line, taking $.70 of every new dollar spent my marketers, while leaving publishers with ad-supported business models high and dry.

But there is a way forward for those publishers that now find themselves floundering. To get ahead, they need to differentiate themselves ruthlessly.

Read the full op-ed on DCN.

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Special interest publisher Purch Inc. expects to buy or merge with a rival to triple revenue from $120 million, said Chief Executive Officer Greg Mason.

“Now we’re in the mindset of doing more transformative-style M&A, where we buy an entity that might be as big if not bigger than what we currently are,” Mason said in an interview at Bloomberg’s New York headquarters. He declined to provide details about possible combinations.
Among the areas the company’s looking at expanding into are finance, health and home services, like security.
Read the full article on Bloomberg.
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Purch CEO Greg Mason recently attended Web Summit in Lisbon (Nov. 6-9), the world’s largest tech conference. There, he joined Parse.ly’s Sachin Kamdar and BBC’s Fiona Campbell in a discussion about how publishers can “break through the online noise” and create content that can be monetized. Watch the panel discussion to find out how Purch is making content pay in 2017 and beyond.

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