Posts Tagged ‘archive’

How to think digital: tips for all publishers from the New York Times

Wednesday, May 28th, 2014

Last week an honest, 96 page internal report on digital innovation at the New York Times was leaked, and provided some real-world, real-time insight into the challenge for established print publishers in fully grasping the digital opportunity.  From the outside NYT looks like it is innovating in digital, but this report shows that making it work in practice is tough even for well-funded publishers.  You can read the full NYT digital report here but here is my take on the lessons that publishers of all sizes should learn…

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Posted in business strategy, consumer, content, implementation, marketing, news, people and culture

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What makes a compelling consumer online membership package?

Sunday, July 4th, 2010

Many media businesses who publish content online for free are investigating subscription or membership packages as a way to drive revenue from their online content.  It’s a bit easier for b2b publishers who can build research reports or databases or workflow tools, and are also dealing with businesses with a defined budget for information, research or lead generation.  So is anyone succeeding in consumer markets?  I’ve found a few examples, and identified five key elements that appear to be adding value to membership packages.  What unites them is that online content alone is not enough.  And discounts on products and services are expected to be offered as part of the deal.  So here’s some ideas for how to add real value to the package: (more…)

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Posted in business strategy, consumer, content, marketing

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How to add value to your website using images

Thursday, May 21st, 2009

It’s easy to become fixated on online content as being purely text-based, with the focus on keywords and links.  We all know that pictures are worth a thousand words, and can quickly communicate your brand values.  We also know that many people scan images on a page before they settle down to read the text.  In my past life as a magazine publisher I was well aware of the importance of picture captions, and many magazines such as Q and Empire built a large part of their brand value around witty captions.  Just take a look at Shortlist, run by Emap alumnus Mike Soutar, for an object lesson in caption writing.  The modern version of the picture caption is the tag, which can send your fabulous images to new places and people across the web.  So how can you capture the value of images on your website?   Here are some ideas to inspire you to build an image gallery and use it to drive your online revenues: (more…)

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Posted in consumer, content, marketing

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Search engine optimisation made easy

Thursday, May 14th, 2009

Whether you’re a small business optimising your own site for search engines in your spare time, or a larger business wondering whether to spend a small fortune with an SEO agency, it’s easy to get bewildered by the options available.  Here’s a simple starter kit of tips for basic search engine optimisation, inspired by an ex-colleague of mine, Simon Penson, who learnt his craft on the website of Todays Golfer Magazine, and now works with a range of clients on SEO research and copywriting.  The Emap specialist interest sites we launched together grew their traffic almost entirely through content-driven SEO and spent very little on paid marketing.  My own view on SEO is that it helps enormously if you are either a wordsmith yourself, or know a good journalist, so you can incorporate your keywords without distorting the copy. (more…)

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Posted in SME digital marketing, content, marketing, news

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Five warning signs for magazine publishers

Tuesday, April 7th, 2009

Yesterday two more established print titles closed; Dennis’  Maxim is now online-only (see Brand Republic)and the ex-journalist’s bible UK Press Gazette has closed completely, as its publisher can’t find a way to make money on the web (see Paid content).  Meanwhile newspapers over in the US are closing and one blogger is mapping their decline. This sort of news no doubt puts a shiver down the spine of many traditional publishers.  Here I list five warning signs that your publication could be on the danger list, and suggest what you could do now to avert disaster. (more…)

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Posted in advertising, b2b, business strategy, consumer, content

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How to drive value from a digital archive

Thursday, March 19th, 2009

Print publishers are often sitting on an unexploited asset - their archive.  If they have been the authority in a particular field for decades, they will have built up a fabulous collection of images, reviews, comment and news that is of interest to enthusiasts and researchers.  But it’s often languishing in boxes due to the imagined high cost of digitising it.  There are now an increasing number of services for putting print or PDFs online in a low cost, and importantly searchable format.  Here are five ideas for how you can monetise your archive to help you justify the investment. (more…)

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Posted in business strategy, consumer, content

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When can you charge for content

Tuesday, February 24th, 2009

With the current decline in advertising continuing, many publishers have been re-examining where and how they can charge for online content.  One extreme position is that of the Guardian, whose MD Tim Brooks has categorically said they will never charge for content.(see my recent blog on their web strategy).  Other publishers, notably the FT, have tried to make a subscription  model work.  At the other end of the spectrum, many specialist publishers have long developed print subscriptions as a  big revenue earner.  Here are some ideas on how you can identify the areas where you can potentially charge for content: (more…)

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Posted in business strategy, consumer, content, opinions

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How to get value from putting your archive online

Tuesday, January 20th, 2009

Most media brands have a treasure trove of past product reviews, articles, interviews, pictures, guides and tips.  How can you best exploit this online?  Here are 5 tips to get you thinking. (more…)

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Posted in content, marketing

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