Digital Education Opps: Newsela promotes CMO amid spend increases (Score 59)

Sales lead: This promotion will likely lead to spend shifts and agency appointments. 

• Newsela promoted Jason Ediger to CMO in December 2022. 
• Ediger joined the company as interim CMO and SVP of solution marketing & brand experience in July 2022. 
• Prior to that, he was the CMO of Discovery Education.

Newsela's target demographic: K-12 school systems & educators 

The company will likely: 

• Continue increasing ad spend
• Diversify ad placement 
• Outsource some marketing duties to agency partners 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Newsela spent around $143k on digital display ads YTD. 
• YTD data: 18.4m impressions via Facebook (89%) and Instagram (11%). 
• Last year: Full-year spend fell by 15% from $15.3k in 2020 to $7.5k in 2021. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Agency analysis:

• Opportunity: The recently promoted CMO may decide to outsource some of his new duties.
  • Reach out now to be top-of-mind.
  • The company does not currently work with any agencies to the best of my knowledge. 

Insight Sources: Digital spend insights estimated by Pathmatics.