The Toolkits Show

Jack Marshall, Shareen Pathak
The Toolkits Show

The Toolkits Show makes sense of the major themes, trends, and developments shaping the business of digital content. In each episode, Jack Marshall and Shareen Pathak explore how publishers are monetizing digital content, how content is transforming modern brands and companies, and hear from the people and personalities at the industry’s cutting edge.

  1. Publisher-AI deals steam ahead, and how brands are navigating the paid distribution era

    OCT 11

    Publisher-AI deals steam ahead, and how brands are navigating the paid distribution era

    It’s been a big week for publisher-AI deals, with Hearst signing a content agreement with OpenAI and Microsoft licensing content from a host of publishers. Plus, Tracy Middleton at Hone Health joins the show to discuss paid distribution. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

    32 min
  2. Why healthcare is a great fit for branded entertainment, and OpenAI’s training data is about to be inspected

    SEP 27

    Why healthcare is a great fit for branded entertainment, and OpenAI’s training data is about to be inspected

    Healthcare marketers have generally been cautious about how they communicate with audiences. But Havas’ chief content officer Lars Bengston says that’s changing, as the industry undergoes an evolution of sorts. And, we discuss the New York Times offering audio subscriptions on Spotify and Apple. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

    36 min
  3. Does Google’s ad tech harm publishers? Ads come to Amazon Rufus. And The Economist's Espresso is now free for students

    SEP 11

    Does Google’s ad tech harm publishers? Ads come to Amazon Rufus. And The Economist's Espresso is now free for students

    In this episode: Does Google’s ad tech hurt publishers? The Department of Justice’s second antitrust suit against Google accuses the company of monopolizing the online advertising market. Amazon’s Rufus chatbot -- which marries content, commerce and generative AI -- will now have ads. And The Economist has made Espresso, its short-form daily news app, available for free to university and high school students worldwide to attract younger subscribers. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

    25 min
  4. How publishers can defend their businesses from the threat of AI, and Tim Hortons is staging a theater production

    SEP 5

    How publishers can defend their businesses from the threat of AI, and Tim Hortons is staging a theater production

    In this episode: Consultant and former FT exec David Buttle joins the show to discuss how publishers can quantify and manage the risks AI disintermediation could pose to their businesses. And the branded entertainment train shows no signs of slowing down, with Tim Hortons announcing that it’s putting on a theater production in Toronto.  Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

    35 min
  5. Publisher misconceptions about involuntary subscriber churn, and Northwell launches an entertainment studio

    AUG 1

    Publisher misconceptions about involuntary subscriber churn, and Northwell launches an entertainment studio

    In this episode: Butter Payments CEO Vijay Menon joins the show to discuss how publishers can grow subscription revenue by mitigating failed payments more effectively. And although Branded entertainment hasn’t generally been a popular tactic for health companies, Northwell is about to launch a new entertainment studio. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

    33 min
  6. Hubspot is pivoting its content for the age of AI, and micropayments get their moment

    JUL 25

    Hubspot is pivoting its content for the age of AI, and micropayments get their moment

    In this episode:  Brand content in the age of AI: Hubspot is pivoting firmly to audience-focused content and deprioritizing SEO-first articles in favor of deeper dives underpinned by reporting and journalism. Kyle Denhoff, who runs audience development at Hubspot, joined this week’s episode to talk about the software giant’s approach. Micropayments’ big moment? Publishers have discussed micropayments for years and a range of vendors have emerged offering various spins on the concept, but few publishers have decided to test them seriously. Publishers' hesitance now appears to be softening, however, as their subscription businesses mature and the thirst for new marketing and monetization options becomes more acute.

    26 min
  7. Netflix and Amazon are getting into branded entertainment

    JUL 17

    Netflix and Amazon are getting into branded entertainment

    In this episode: Netflix and Amazon are both vying for brand marketing dollars. Both streaming platforms are trying to get marketers to fund new original shows on the platform in exchange for product placement and co-marketing.  Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

    20 min
  8. Omnicom joins the agency AI fray, and are publishers really discounting too much?

    JUL 11

    Omnicom joins the agency AI fray, and are publishers really discounting too much?

    In this episode: Omnicom’s ArtbotAI is the latest agency AI move, but questions remain around how these middlemen will use AI effectively for strengthening their client relationships, and we explore recent data around publishers’ subscription discounting. Hosted by Shareen Pathak and Jack Marshall, co-founders of Toolkits.com

    23 min
See All (27)

5
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5 Ratings

About

The Toolkits Show makes sense of the major themes, trends, and developments shaping the business of digital content. In each episode, Jack Marshall and Shareen Pathak explore how publishers are monetizing digital content, how content is transforming modern brands and companies, and hear from the people and personalities at the industry’s cutting edge.

Information

  • Creator
    Jack Marshall, Shareen Pathak
  • Years Active
    2022 - 2024
  • Episodes
    27
  • Rating
    Clean
  • Copyright
    © 2024
  • Show Website
    The Toolkits Show

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