Publishing Industry – With media companies such as Slate

With media companies such as Slate, the Wall Street Journal and the New York Times introducing payment barriers, it is easy to assume that subscriptions are the future of digital publishing monetization. Talk to your advertisers and study your audience trends: as a digital publisher, it’s up to you to make connections between the two groups – that’s your key promise. Thanks to automated marketing, CRM and continuous attention to web analytics, media companies are well-positioned to follow an entry strategy and build a dedicated and highly motivated audience. Participants in our baseline survey indicated that they use new technologies at all stages of the reader’s experience in the marketing and sales funnel. Print advertising is far from dead: it is a dominant revenue source for the majority of respondents in our benchmark report. They invest in social media monitoring or publishing tools, email marketing and search engine optimization. When it comes to adding value to advertisers and readers, digital publishers have a number of advantages to offer. Instead of capitulating to changes in the industry, they are opening up new revenue streams and testing new products to connect advertisers and readers. Media companies urgently need to find new ways to increase revenue. After years of fighting for monetization, the industry realizes it needs a review. The good news? Editors are optimistic and resilient. Only 10% of respondents see an increase in the value of print advertising over the next two years. Publishers who have maintained the status quo are now reassessing their monetization flows and the value of their advertising media. The market is changing rapidly and publishers need to run at full speed to keep up with evolving advertising and reader retention dynamics.