This document discusses different types of publishing models including print, digital, and hybrid options. It outlines pros and cons of print like time-tested credibility but higher expenses versus digital with lower costs but validity questions. Advertising formats are also covered ranging from print ads to online banners to content marketing. The document stresses designing ads and content with headlines, features, benefits for specific audiences and calls to action.

1. Overview
Publishing model
Who gets paid what?
How does it work?
Why do I care?
Pros of print
Time tested:
More Control:
Big Impact:
Strong believability:
Cons of Print
Expense:
Reach:
Content depth
Digital
Pros
Up to the minute
Easily searchable
User feedback and interaction
Depth and richness of content
Easy to produce and deliver
Cons
No limit to the volume of search results Question of validity and credibility Results need to be
filtered and treated with caution Readability Divided attention multi-screen, multi-channel
distraction
Advertising
Print display classified
Online banners buttons sponsorships
Emarketing
Content marketing
Native marketing
Editorial
News
Features
Products
Hybrids
Advertorials
Blogs
Native content
Video
Viral

2. Design an advertisement
Headline
Features
Benefits
Audience,context and content specific creative Call to action