Archive for the ‘advertising’ Category
What is involved in building long term value into your media business? I presented a webinar for InPublishing on this topic recently, and there were a wide variety of questions from the attendees.
My presentation for the webinar is published in this article.
So here we are in 2017, in a world where the only certainty is continued technology change, and digital media continue to chomp away at print. How do businesses formerly known as publishers keep their audience engaged and secure their revenues?
Which trends do you need to take notice of and include in your plans for this year?
Well this is my suggested list of priorities… (more…)
Six years ago the iPad launched and was hailed as the answer to falling print magazine circulation, enabling a digital edition to be available anywhere in the world. Publishers rushed to set up magazine apps, principally PDF replicas, although some invested in bespoke interactive editions. But many have struggled since to grow digital sales, be discovered on the app store and to develop advertising revenue.
Some former print publishers have been successful, with The Economist and The Week both enjoying strong digital subscription sales. And brand publishers are finding that digital editions provide them with international reach and greater customer loyalty. But digital only magazine launches are finding profits elusive, and many established print magazines are seeing sliding digital circulations.
Among the finalists in the 2016 Digital Magazine Awards are plenty of innovative publishers finding a large audience, but many digital magazines are still struggling. What has changed since the optimism of 2010 and how can we learn from the winners? There were plenty of alternative viewpoints shared at the Future of Magazine Media conference, from The Economist, John Brown, National Theatre and others.
Now that media brands have to encompass multiple content types and be available on all digital devices, they need far more sophisticated systems for managing content and consumers.
Larger publishers can invest in their own in-house platforms, but keeping pace is more challenging for independent publishers with limited resources.
As part of a research project for Abacus e-media I interviewed a range of smaller and mid-sized publishers about their current pain points and future requirements for a content management system: this is how they currently see the world and their aspirations for managing digital content. This might give you some ideas on what to look for when choosing or developing your own content management system.
Tags: content management system, native advertising, personalised content, publisher business models, publishing systems, single customer database, tagging, Taxonomy
Posted in advertising, agile publisher, b2b, consumer, content, implementation, people and culture
Digital media is rapidly changing consumer behaviour – so how can independent publishers keep up with the “big boys” when resources are limited?
As part of a research project with Abacus e-Media I have spoken in depth with several specialist publishers on how their digital needs are changing, their current frustrations with their publishing systems, and their future wish list.
Here is a preview of some of the key findings.
So what exactly is a media business supposed to look like in 2016? There has been a continuous evolution over the last few years from words, articles, and products in a defined market, funded by display ads, to a multi-channel, rich content intelligence and information service for a defined audience, funded by subscriptions and lead generation and content marketing solutions.
Which ideas should guide your thinking about how your media business develops? Here’s my top ten for the next year, gathered from some of the more inspiring discussions I have heard over recent months….
Even small publishers should take note of the big shifts in the digital media landscape, as they will affect their business in the next few years.
Respected analyst and forecaster Mary Meeker of KPCB recently published their annual 200 slide report on Internet Trends. In case you haven’t got around to reading it yet, I’ve picked out the top insights that could affect all publishing businesses.
But let’s start with the Zenith Optimedia consumption forecasts predicting how media behaviour will change worldwide. (more…)
Big online publishers like the Guardian, BBC, the New York Times and National Geographic have recently announced that they will be publishing content directly onto Facebook, so users don’t need to click a link to go to a separate website when a friend shares a headline – they can read the full article within the Facebook mobile app.
Now this seems like quite a small step, solving a user journey problem – having to wait for a second site to load when following a link from a friend. But could it have longer-term repercussions for the currently accepted publisher model? (more…)
Digital Magazines are gradually evolving from their origins as indie art project, agency showcase, PDF shovelware or vanity publishing to become a viable commercial publishing business.
Accepted, the challenges are still substantial …
- the high cost of adapting print content to digital
- the overcrowded and badly indexed App Store
- the growth of smartphones and fragmentation of platforms and standards
- the difficulty of persuading advertisers to invest in a complex medium with limited reach….
But there are some pockets of innovation and isolated stories of commercial success, which are worth exploring to identify strategies that could just help the medium to take off. (more…)
Mobile is fast reaching the tipping point of being the preferred way to access digital news, so B2B and consumer publishers need to get to grips fast with how people are reading their publications on tablets and phones. And maybe more importantly, how they can maximize revenues from expensively created digital editions.
One of the most detailed pieces of research I have seen so far has been put together by Stonewash, who have analysed in detail billions of pieces of anonymous reader data from digital magazines published on their platform to track exactly when, where and how people read mobile content.
There are some surprising findings, challenging our assumptions that digital magazines are read just like their print counterparts. Here’s the highlights from the research and some tips on how to grow revenues… (more…)
Here’s some smart tips from the shortlist for the 2014 Media Innovation Awards. As technology drives change in reader behaviour, publishers need to think more broadly about their market and evolve new products and services. There’s plenty of inspiration on offer from the shortlisted companies – these media businesses are stretching their content and products to find new ways to connect with their audiences. (more…)
Tags: British Journal of Photography, Datamonitor, Green Star Media, Lloyds List, Media Innovation Awards, MotorSport, Student Beans, The Drum, The Lawyer, The Pharma Letter, The Photography Show
Posted in advertising, b2b, business strategy, consumer, content, events, marketing
Marketing new content products and services to subscribers and readers requires innovative thinking, and revolutionary approaches. And developing smart solutions for advertisers and commercial partners is increasingly important. At the Digital Media Innovation Conference in London recently I devoted a whole theatre to innovation in sales and marketing. Here are 10 practical ideas from the speakers…. (more…)