What you need to know in advertising today

Bauer Xcel titles like In Touch Weekly write lots of stories on Kim Kardashian

Editors are supposed to think about what their readers are interested in. They’re not traditionally supposed to think about whether their content is going to make the company money.

But things are different at Bauer Xcel Media US. Unlike many publishers, Bauer Xcel encourages its editorial and sales teams to share intel.

To read more about how the publisher is upending the traditional digital publishing model, click here.

In other news:

Facebook beats across the board for Q2 with $US9.32 billion in revenue. The revenue was driven primarily by mobile ads.

Mark Zuckerberg wants Facebook to move faster at making money off Messenger and there’s a good reason why. It provides a perfect vehicle for Facebook to boost its revenue in Asian countries, which lag the US and Europe considerably.

Twitter didn’t add any new users last quarter, and the stock is diving. Its monthly active users totalled 328 million, flat from the previous quarter and an increase of 5% from the year-ago period.

NowThis is partnering with Chase to help millennials feel better about banks. NowThis Money is a new content channel focused on personal finance, and is the result of a collaboration between both company’s marketing teams.

The retail apocalypse is causing one company to rethink its entire strategy. Hershey’s president and CEO Michele Buck listed online retail as a major focus and potential growth area for the company.

McDonald’s CEO: “We want to be the disrupter” when tech threatens the restaurant industry. The restaurant industry is ripe for radical disruption — and McDonald’s CEO Steve Easterbrook says the fast-food company is ready to lead the way.

“This is a middle finger to all brands”: Birkenstock CEO lashes out at Amazon in brutal letter. David Kahan sent a brutal five-page email to sellers of Birkenstocks last week that accused Amazon of launching an “assault on decency” and warned retailers against selling even a single pair of shoes to the ecommerce giant, The Washington Post reports.

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