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Well, it’s (finally) 2021. As we crawl carefully, still masked, out of the shadows of 2020, there is still much unknown. One trend I’m trying to understand is which way the external agency vs. in-house agency pendulum will swing. Some suggest that the multilayered crisis that was 2020 now has in-house teams shrinking due to the economic implications. The answer to this is to outsource marketing and creative to agencies, and save employee salaries, while giving companies the ability to flex the work – and the budget – up or down as needed. Things being what they are these days, the ability to quickly pivot your dollars and your direction is critical. But, I’d argue that there are compelling reasons and opportunities to work with an outside agency beyond the fiscal remedy. Even companies that continue to maintain an in-house team can benefit greatly from working with an outside agency: to support an overloaded team, deliver a shot of creative adrenaline or stir up habitual thinking with a new perspective. Learn more at: https://www.jschmid.com/blog/3-hidden-truths-of-hiring-an-outside-agency/
It’s official – TikTok is here to stay in the U.S.
The immensely popular short-form video platform has established a new entity called TikTok USDS Joint Venture LLC in compliance with an executive order signed Sept. 25, 2025 by President Donald Trump. That order said enforcement of a previous order requiring TikTok‘s Chinese parent company ByteDance to find a new owner for its U.S. business by Tuesday, Dec. 16, 2025 had been extended until Jan. 23, 2026.
As previously reported, TikTok USDS Joint Venture has three managing investors: Oracle, private equity firm Silver Lake and the Abu Dhabi-based MGX investment fund, each holding 15%
ByteDance will retain a 19.9% stake in the joint venture. Previous media reports indicated the joint venture would value TikTok’s U.S. business at approximately $14 billion, but no official financial figure has been released.
Google confirmed Thursday to MediaPost that it ran a limited experiment with a handful of publishers serving ads in chatbots before making AdSense for Search (AFS) broadly available to sites that host conversational AI interfaces earlier this year. AFS has been a long-standing product that allows publishers to show ads on relevant queries within the search results on a publisher’s page. The AdSense network was traditionally used to place ads in search results and across websites. Now it is running ads in chatbot interactions.