Formulate an Effective Mobile Strategy
Tiered content brings multiple revenue opportunities. A level of free content will bring users to your site, which will help you build a monetization strategy through ad sales. Over this, layer in-app purchases and fees for exclusive, high-demand content. "Having lots of free content ... builds the brand," Eads says. "Use that as a platform to upsell more exclusive content from the people who are at the top tier and willing to pay even bigger price points. Depending on your publication, I think that is what is most likely to work in the tablet and mobile world."
Focus on your product roadmap. There's much to be distracted by in the exploding mobile space, with new devices or platforms announced seemingly every week. "Essentially we are all forced to place bets on what the next device in the market is and race to get it done really quickly and innovate on the house of cards we've built," Eads says. Whether you buy software from a vendor or build products in-house, "Find tools ... so you can focus on the product roadmap, the features you want to offer, the right way for readers to consume this and how it ties into social media, so you have time to think about those things and implement those things, rather than dealing with the turns [in the marketplace], because everybody is just consumed with ... that fragmentation right now."
Don't wait. When it comes to readership trends, the writing is on the wall: time spent with mobile now equals that spent with magazines and newspapers combined—and mobile is on the upward curve. It's important to formulate your mobile strategy now and capture this growing audience. PE