With Facebook's power growing, publishers scramble to connect directly with audiences

Tequila sunrise: Inside Patrón's renaissance, With new finance site, About.com targets the 'adulting' generation, Line is the latest app in the Financial Times' arsenal to reach global audiences, [Digiday Daily] Media companies' worst fears are coming true: The platforms have inserted themselves between publishers and their readers. To counter,[publishers are getting smarter about striking direct connections with readers]. Patr?n controls 70 percent of tequila's luxury segment, and in recent years, the brand has responded to increased competition in the category by investing in new product lines and [emphasizing "substance over style" in its marketing]. There's no shortage of sites catering to people who have lots of money and want advice on how to spend it. So with a new personal finance site, About.com is going for[the "adulting" generation]. As a way to grow its global audience, the Financial Times has been publishing about four English-language stories per day[on the Japanese messaging app Line], along with a long article from its Arts and Culture section. Marks and Spencer, the 132-year-old retail institution, has seen its fashion crown dulled. We asked the experts[how it can win back its shine]. Ted Baker is moving into the digital age with a new autumn/winter push that includes the brand's first ever shoppable film and a revamp of its in-store experience. Read the story [at our sister publication, Glossy].   [TLDR Title]   [With Facebook's power growing, publishers scramble to connect directly with audiences] Max Willens Publishers have never been more dependent on Facebook, which is why a growing number of them are turning to digital marketing tools and tactics to pry readers away from social media and strike up long-term relationships with them via email subscriptions, digital memberships and other services. These tricks won’t work on every part of a publisher’s audience, but that isn’t stopping publishers from trying to super-serve every audience segment they can find. [Tequila sunrise: Inside Patr?n's renaissance] Tanya Dua Tequila has successfully shunned its lick-shoot-suck frat-boy image. Evolving consumer palettes and a shift toward more premium, 100 percent agave varieties have put tequila on a sustained upswing, with total tequila volumes increasing by 4.5 percent to nearly 14.7 million cases in 2015, according to the Shanken News Daily's Impact Databank. But significant marketing pushes have also helped tequila reinvent itself. Leading that charge is Patr?n, responding to increased competition in the category from brands by investing in new product lines and emphasizing "substance over style" in its marketing. Advertisement [Top Ad]   [How DMPs are finally blowing dynamic creative wide open] Sponsored Content Flashtalking DMPs can be maddeningly complex systems, but at their core they are just centralized repositories for organizing and leveraging data. Sure, it's the obvious place to hone your audience segments, but that very same data can power a dynamic creative strategy to make your ads as relevant and impactful as your targeting is precise, tailoring experience, device, frequency and more. Sponsor content by Flashtalking. [With new finance site, About.com targets the 'adulting' generation] Lucia Moses Portals have fallen out of favor with web users, so About.com has been unbundling its content into distinct verticals. The newest one is The Balance, a financial information site that’s aimed at older millennials who are making their first big financial decisions. "We are financial advice for the 99 percent,” About.com CEO Neil Vogel said. [Line is the latest app in the Financial Times' arsenal to reach global audiences] Lucinda Southern The FT is the latest publisher to post stories to Japanese messaging app Line. In the past few weeks, it has amassed 120,000 followers on the platform, where it posts four stories a day. The idea is to reach audiences in Asia, where the app is popular. With just 218 million users (compared to WhatsApp's 1 billion), Line is less about scale and more about functionality. Publishers are finding it a useful test bed for bots before trying out Facebook Messenger. [Learn how to combine in-app, push, email and OTT for an omnichannel Q4 marketing blitz] Sponsored Content Appboy Join Marissa Aydlett, VP of marketing at Appboy, as she dives into exclusive data, proven mobile and multichannel campaign ideas inspired by leading brands, and more to take your holiday marketing from good to great. You will learn how to combine channels like in-app, push, email, and OTT messaging to engage your users contextually, how to use customer data to provide real-time, personalized messages that convert, what top brands have seen work in their own holiday marketing and more. Reserve your spot today. Can't make it? Register anyway and we'll send you the recording afterward. Sponsor content by Appboy. [Experts weigh in on how to turn around Marks and Spencer] Grace Caffyn Marks and Spencer, the 132-year-old British shopping institution, has seen its fashion crown dulled. This July, the high street chain reported its biggest three-month dip in clothing sales since the 2008 financial crisis. Retail and marketing experts said M&S needs to do better at catering to young shoppers, bring tech into its stores and make its social media image more authentic by using influencers. 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