Content Strategy

5 Things Publishers Should Do Before Erecting a Paywall
January 16, 2019 at 10:55 am

This is the year, the pundits tell us, when digital publishing will pivot to paywalls. Good luck with that. Getting people to pay for online content is already hard enough. With more publishers in the game, it will become even harder. How many digital subscriptions do you think people will pay for? Tread carefully, or…

Big Tech Throws Money at the Local News Problem
January 16, 2019 at 10:10 am

Major tech companies and moguls are pouring lots of money into initiatives to support quality journalism, after months of bad headlines about fake news and the longer-term struggles of business models for journalism, especially at the local level. Why it matters: The efforts are meant to show tech's…

How to Create a Successful Online Subscription Product (Part 1)
January 9, 2019 at 11:30 am

These days, it seems that nearly every publisher is considering some form of paid subscription model. Companies want to diversify from reliance on advertising. Some want to adapt their print subscription model to the digital realm while others want to launch a new paid subscription offering online. Unfortunately, most publishers aren’t setting themselves up to…

Newsonomics: 18 Lessons for the News Business from 2018
January 2, 2019 at 11:19 am

We live in transgressive, new-Orwellian times. Fact has been subverted by forces beyond our imagination, both newly minted and old school. Truth, elusive truth, is now in the mind of the subscriber. Yes, it is subscribers, along with their digital payments, who are transforming what’s working best…

Challenges, Missteps and Hope Abound for Digital Media
December 21, 2018 at 12:01 pm

Legacy media players may be having their first moment of schadenfreude in a long time as the youths of digital content get their own turns at struggle and uncertainty. About 20 years into the Internet and print publications, the relatively few that survived the shift to digital life anyway, have already been put through the revenue ringer — forced to rut out new sources of cash,…

Politico’s Robert Allbritton On Trump, a Record Year, Expansion, and Axios
December 21, 2018 at 11:57 am

When it launched, in 2007, Politico was part of a new wave of digital media brands — The Huffington Post, BuzzFeed, Business Insider, Vice, an early iteration of Vox Media, among them — that proffered the future of journalism. But Politico was always distinct from its peers in crucial ways. It was accompanied by a…

3 Smart Ways Publishers Can Better Capitalize on Data
December 20, 2018 at 10:23 am

Most publishers are putting a greater emphasis on gathering and analyzing audience data so they can serve well-qualified leads to advertisers. For example, Conde Nast is enabling advertisers to market against audience content engagement analytics, incorporate their own first-party data, and build lookalike audiences through Conde Nast’s Spire data management platform. Conde Nast can tell…

Apple Can’t Win Over Media With Its Old Approach
December 17, 2018 at 11:53 am

Apple Inc. wants to become a subscription powerhouse for music, apps, online video, news and more. The company’s negotiations with news and magazine publishers offer a glimpse at the challenges this strategy will face. Bloomberg News detailed on Wednesday why some news and magazine publishers are wary of Apple’s effort to refashion Texture, a company Apple acquired this year that offers…

How Publishers Are Venturing into Subscription Video on Demand (AKA OTT)
December 12, 2018 at 1:39 pm

Over the past decade, video has become a standard component of the content mix for media brands. Most publishers have ramped up their video-making and monetization capabilities, increasing quality and volume of in-house video production and hosting them on their own sites and distributing on social media platforms such as Facebook, Instagram, YouTube, Twitter, and…