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Senior Editor

Pub Talk

By James Sturdivant

About James

 

Publishers' Dojo

Linda Ruth
The Jury is In: Hashtags Usefulness Confirmed
Oct 28, 2014

To some publishers, social media is turning into a bit of a ho-hum, something they can do in their sleep...



Media Vent

Bob Sacks
Like the Ad Industry, Publishing is Often a Load of Bull
Oct 14, 2014

My Goodness, Rance Crain wrote a terrific, important and timely article directed for the advertising world. And it is just as meaningful...



Industry Insiders

The Insiders
Streamlining Digital Ad Workflows: What Every CRO Should Know About Implementing an Order Management System
Oct 8, 2014

Over the past few years, publishers have seen their ad inventory grow exponentially with the explosion of digital and mobile...



B2B Beat

Andy Kowl
The Impact of LinkedIn Buying Bizo
Aug 12, 2014

If B2B publishing was a different industry, the prospect of LinkedIn buying Bizowould invite anti-trust scrutiny. Just think about what might...



The Digital Market

Thea Selby
Top 5 Mobile Trends for Publishers—It’s Good News, Folks
Jul 7, 2014

Mary Meeker of Kleiner Perkins Caufield & Byers is one of my s/heroes. In this day and age of branded...



Publisher's Paradox

Andrew Davis
Publisher’s Paradox: Your Newsletter Subscribers Are Being Overfed
Apr 28, 2014

Charlie Magazine, based in Charleston, South Carolina, isn't asking its readers to subscribe to everything. Instead, Charlie is inviting readers...



Profit from Publishing!

Thaddeus B. Kubis
Media Conference Exhibitors Should Go Deeper to Engage
Oct 9, 2013

It has been a few weeks since I attended (as the guest of the event organizer) the Publishing Business Conference...



Will The Daily's Demise Chill Publishers' Mobile Innovation? No Way!

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You might have heard that The Daily, News Corp's iPad-only newspaper, is shutting down as of Dec. 15. It was certainly the buzz yesterday at Manhattan's New Yorker Hotel, where publishing people gathered under art deco friezes for the Media App Summit, a one-day event produced by MediaBistro (with Publishing Executive as a media partner).

Jason Hirshhorn, CEO of the ReDEF Group and former MySpace co-president, offered an insider's view of the original motivation for The Daily within News Corp and what its closing means for the company. He believes The Daily (and MySpace) were worthwhile endeavors for the media giant, regardless of perceptions.

"You can look at MySpace and The Daily as failures by News Corp, but you could also see them as impetuses for how they modernize their company," he said, pointing out News Corp's many successes in digital distribution including the Wall Street Journal app. "They are very modern when it comes to media distribution … this came out of having the expertise of MySpace and The Daily and other businesses to educate and partner with the rest of the company."

Hirshhorn said Rupert Murdoch, whom he describes as "the most curious guy in the world," wanted to demonstrate what a tablet-based publication could look like, which is why he partnered with Apple early on to bring the The Daily to the iPad. He chalked up its failure to catch on in high numbers to its platform exclusivity. "You can't really have a huge business based off of one tablet in a nascent space," he said.

This is why News Corp's experience with The Daily should not put any publisher off the idea of pushing products to mobile. Most in the industry recognize the value of extending trusted brands across many platforms; News Corp's mistake was creating a brand exclusively for one device, then expecting people to pay for it when similar products could be accessed for free elsewhere.

The reasoning was that the company could create a digital global brand, sort of a USA Today for the planet; the reality is that the quality news and graphics to be found in The Daily were not enough to draw users and advertisers when there are so many good cross-media experiences to be had. The future of digital media is in brand extensions and HTML5-based products that flow seamlessly from Web to mobile, enabling rich media experiences without long downloads—none of which was possible for The Daily. 

News Corp can afford to take big risks and eat losses. The rest of us can learn from them, and observe what The Daily's publisher, Greg Clayman, does as he takes this experience to his new job overseeing News Corp's global digital strategy. 

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