Archive for the ‘advertising’ Category
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…)