Content Strategy

3 Steps to Creating a Custom Research Offering
June 25, 2019 at 9:02 am

Research can be murky, but publishers enter the arena from a position of strength. They already own key connection points with the audience that can be used to engage in a reportable, statistically significant conversation. Here's a three-step process publishers should follow to create a market research offering.

How Bon Appétit Is Driving Engagement and Revenue with Its OTT App
June 18, 2019 at 12:24 pm

Food lifestyle brand Bon Appétit has developed a recipe for viral long-form video series on YouTube, with its "Test Kitchen" editors starring as hosts. Now the Condé Nast publication is translating its YouTube success to its brand-owned OTT app. Here's how the team is marketing the OTT app, developing new series, and driving revenue.

Developing a Successful Membership Program: Where to Start
June 17, 2019 at 10:47 am

Memberships are hot. And not just in publishing. According to an analysis of Google Trends data, memberships are 33% more popular today than they were just two years ago. From Burger King to CVS, from Charles Schwab to the Minnesota Twins, brands across industries are launching memberships. As publishers, we want to diversify our revenues…

What Is RPS & How Can It Drive Digital Growth for Publishers?
June 10, 2019 at 4:26 pm

If you strip everything down to the core, a publisher’s business model is the acquisition and monetization of audience at price differentials. If the average cost of acquiring a reader is lower than the publication’s ability to monetize a reader, the publisher achieves profitability. On the face of it, what I’m saying is simple, but…

Moving On From Publishing Executive: The Song Remains the Same
May 31, 2019 at 3:37 pm

It’s been nearly six years since I took on the very meta role of directing a publication about publishing. It’s been a period of great uncertainty, innovation, and disruption, all of which create a lot of noise, so I always took the job of editor-in-chief of Publishing Executive and Book Business to be one of…

5 Keys to HousingWire’s Double-Digit Revenue Growth in 2018
May 2, 2019 at 2:37 pm

Put your readers first, and your web traffic and revenue will follow. At least that’s what B2B media company HousingWire has learned since expanding and refocusing editorial coverage in 2018. The company, which serves the mortgage and real estate markets, saw double-digit revenue growth last year and maintains an upward trajectory in 2019. The publisher…

How Micropayments Can Move Readers Through the Subscription Funnel
April 24, 2019 at 2:20 pm

This year – and perhaps for the first time – the topic of micropayments was front and center at the 2019 INMA Media Subscription Summit, where publishers discussed best practices for growing digital subscriptions. It was a direct reflection of the industry’s shift in focus toward tools and solutions that can extend current business models.…

It’s Time for Publishers to Create Experiences, Not Destinations
April 18, 2019 at 1:05 pm

For those of you that don’t know me personally, I’m a huge football fan. So, in 2017, when Tony Romo was getting replaced by Zak Prescott, I was watching closely if Romo would land on a team that would go head to head against my New York Giants. That search, and an article posted on…

Want to Build Trust with Readers? Try Adding a Box that Explains the Story Process
February 27, 2019 at 11:07 am

Providing readers with supplementary information on how a journalist approached a story seems to be effective in building reader trust of the news organization, according to a study out Tuesday from the Center for Media Engagement at the University of Texas, Austin. But tests of a second intervention — the addition of a “‘demonstrating balance’ box that directed readers…