Category: In the News

Mark Zohar, CEO, Viafoura

The publishing industry is at an inflection point. After one decade of over-reliance on platform-driven growth, declining social media referrals and AI-driven traffic shifts are forcing publishers to rethink their audience strategies. Community is the way forward. It’s more than a buzzword — it’s a proven driver of engagement, retention and revenue.

Communities far outperform standard audiences

Publishers that successfully activate a community strategy are seeing measurable impact. According to data from Viafoura, community members generate 5.3x higher dwell time, are 45x more likely to subscribe and make 3x more site visits compared to standard audiences.

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In this saturated market, brands are hoping new mascots will tickle consumers’ nostalgia and help them stand out from the competition.

In the last few months, Domino’s pizza launched Mac Scott, a penne-shaped mascot, fast-casual restaurant chain Cava rolled out Peter Chip, a pita chip with googly eyes, and candy brand Hi-Chew introduced Chewbie, the brand’s first official, self-described “ambiguous mascot with a big personality.” This is after Instacart’s first-ever Super Bowl ad this year featured notable brand mascots like Chester Cheetah, the Old Spice man, Mr. Clean, the Energizer Bunny, and the Kool-Aid Man.

“They make more sense now than they ever did because everyone’s attention spans are getting shorter and shorter and there’s so much more saturation in the market,” said Colleen Masters, executive creative director at Aloysius Butler and Clark ad agency.

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