Trial and error is the new norm when it comes to the digital publishing landscape. From native advertising to paywalls and affiliate programs, media leaders are seeking innovative ways to transform their loyal audiences into long-term revenue feeders.
The biggest catch of paywalls is how organisations are implementing these at the expense of the size and scale of their audiences. There will always be audiences that are jumping at paid content, while others take advantage of free content available.
According to Mark Thompson, CEO of the New York Times, the newspaper has seen a dramatic increase in paying subscribers since the Donald Trump election, which is helping keep the company afloat as print continues to decline. But, unfortunately, while digital subscriptions are growing for the Times, print advertising (which still generates the lion’s share of the company’s revenue) continues to freefall.
Read about the decline in the New York Times’ print advertising.
Offer both free and paid content
Publishers need to get their digital editions to the point where it is at least partially compensating for print’s decline. This means not only to include space for advertising but also to offer free and paid content which the audience can choose between. Futher more the creation of the digital channel should be seamlessly inegrated into existing production processes. For many large publishers that have large back editions and content which was created purely for print, Sprylab Technologies have created a digital publishing platform (Purple DS) that allows companies to convert their content from Adobe InDesign and PDF files into native apps which can be read across a range of mobile devices. Purple DS can also work with structured content from a CMS or DAM (digital asset management system) which can automatically create complete editions or individual articles.
With our AUTO BILD project we helped not only to migrate two seperate apps into one, but we also optimised the production processes. Every article whether it’s in the newstsand or newsfeed the content is enhanced with multimedia elements such as videos, image galleries or pop-ups. All content is optimized for smartphones and tablets.
Read about the AUTO BILD case.
It doesn’t take a report to know that digital publishers are operating in a volatile time of transition, but if you monetise your content, you are able to reinvest that revenue back into your content marketing and drive bigger returns for your organisation.
Read about Sprylab’s approach to advanced communication and customer retention.