So we know the value of advertising, or at least we think we do, right? From John Wanamaker, going back to Arch Shaw days, where he says I understand that half of my advertising is working, I just don't know which half, to today when John Wanamaker might say, well I understand the value of advertising, I just don't know which half is blocked. But what are-- we know the value of advertising, we can measure it, we can understand how it's helping our sales funnel.
We think we know the value of all the different kinds of marketing content, but what is the value of content marketing? Well, let's look, let's actually asked the question. And it's a really interesting pattern starts to emerge.
So if we start thinking, what is the value of Kraft's Food and Family magazine? Now Kraft's Food and Family magazine comes in a couple of different flavors.
One is their online recipe database, where they have 3 and 1/2 million opt-in subscribers to that online recipe database. They also have about 3 million print subscribers, who pay revenue to actually receive this magazine on their doorstep.
So here's a company that's creating content where consumers are actually paying in real money to receive the magazine, and also paying with rich data to have access to the online recipes database and subscribe to that. What's the value of Kraft's Food and Family magazines simply as a media property, simply is something that we would buy as a company in and of itself?
Or how about Red Bull? We often talk about Red Bull in content marketing. What is the value of Red Bull's Media House?
Red Bull spends about 30% of its revenue, and they make a lot of money, on marketing, but a very small percentage of that is actually paid media. The rest of it, Red Bull Media House, which itself makes money by syndicating content, by subscriptions to Red Bulletin magazine, to all kinds of ways that they monetize and sell advertising through their content.
They're actually making money with Red Bull Media House as they help market their own products. So what's the value of that?
Or CMO.com from Adobe. 18,000 senior-level marketers, CMOs, in their database, that they can use for ways to research, to monetize, to offer events registration to, all those kinds of things. What's the value of CMO.com, purely as a media property?
What would we value that as, if it was just a website on its own? Or how about Robert Half's Salary Guide? 3 and 1/2 million downloads of that salary guide every single year, every single year that they've been producing it, and they've been producing it now for almost 25 years.
It has become the de fact to standard guide when we want to understand what the salary ranges are for any particular job across the United States. What's the value of that as just a media property, if somebody were to launch that.
Or Content Marketing Institute? I actually know the value of Content Marketing Institute, I'm not telling you. But what's the value of the Content Marketing Institute as a media property?
We have spent a sum total of about $35 to $40,000 in the existence of content marketing on paid media, everything else has been generated around content. What's the value of the Content Marketing Institute?
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