Archive for the ‘advertising’ Category
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…)
Just a few years ago, media and publishing seemed simple. Create great editorial, wrap it up into a magazine, send it out to your readers and sell some advertising. Digital media felt like a bit of a sideshow - it was fine to dabble a little, but it wasn’t a big profit generator.
But now many established media brands are moving away from print altogether - for example Lloyds List has just successfully gone 100% digital, AutoTrader published its last print edition in June.
And with this shift to digital media the landscape changes: everything is apparently measurable, and the definition of the purpose of a media brand is more blurred: instead of just creating content, are you advising people on buying decisions, helping business people gain advantage, fostering networking in an industry or community?
From enjoying a protected market, media organisations are now competing with government, consultancies, retailers, agencies, brands, trade associations and self-organised communities.
So how can the organisation formerly known as a publisher reinvent itself and thrive in 2014 and beyond? Here’s seven core principles that I believe will enable a smoother transition. (more…)
For publishers, media sales is now a highly complex picture, with print, web, email and apps to manage. While subscribers are now largely adopting digital channels, many publishers still have to educate their advertisers on the benefits of digital media. And some sales teams are not yet comfortable with the digital pitch and are wary of cannibalising their print revenue. Meanwhile clients are under pressure to deliver results and wary of taking new risks – so the status quo is your biggest competitor.
Lloyd’s List have taken a very radical approach, and moved digital from just 11% of sales in March 2012, to what will be 100% when they close the print edition on 20 Dec 2013. This was a project for the whole publishing team, but the sales challenge in particular provides some great lessons for other publishers.
At the SIIA Issue Brief which I chaired in London on 6 Nov, Fergus Gregory, MD Advertising at Lloyd’s List Group, shared the journey his sales team have taken over the last 18 months, and Raoul Monks, Founder of Flume Training, who worked with the Lloyd’s List team, explained the research behind their approach. Together they proposed some revolutionary ideas for publishers keen to make a similar digital transition. (more…)