M. Scott Havens | Nieman Journalism Lab

Articles by M. Scott Havens

M. Scott Havens is global head of digital at Bloomberg Media.

Traditional pay TV will embrace the disruption

“The ‘new TV’ is here, and in 2021, I expect a seismic shift of advertising dollars to it.”

First-party data becomes media’s most important currency

“Many publishers are just starting to think about how they might create a technology stack that smartly and efficiently collects, and effectively uses, first-party data to drive growth in their advertising, subscription, and e-commerce businesses.”

Time to swing for the fences

“We’ll see — and support and applaud — more media companies investing in innovation-based growth and taking far bigger risks on a new path towards financial success.”

Quality advertising to pair with quality content

“When you consider how publishers might compete with the platforms going forward, it seems likely it will take the same thoughtful and high-minded approach around advertising that we take now with our content.”

A shift to quality

“Many, not all, of these digital publishers rely on an endless stream of unsubstantial viral debris, a model that is beginning to falter, and their valuations will begin their reversion to the mean.”