Over the last decade there’s been a strong shift in how people consume news. We’ve watched many transformations – from print, to online, to mobile, to social. And trend reports tell us voice-activated news is starting to get a strong foothold. It’s been hard for traditional publishers—especially specialty publications—to keep up.
During the shift, forward-looking publishers have tried to keep pace by launching digital versions and mobile sites, offering banner ads and e-news opportunities to advertisers. While this has helped expand their online opportunities, it does not adequately address the complex habits of today’s media consumers.
Publishers need to be thinking about the full ecosystem of media consumption. Where are their audiences spending most of their time? Facebook? LinkedIn? Google? Instead of seeing these properties as competition for digital dollars, they need to see them as platforms to leverage.
Publishers need to think beyond banner ads and deliver a variety of dynamic content opportunities – adding value to advertisers and increasing engagement with high-value audiences across the web. Only then will they get a real handle on progress and realize the revenue growth they need.
Attend the MediaGrowth Summit April 10-12, 2018 and hear our CEO Scott LoSasso share more about data monetization, audience development and progressive content.