Without advertising, your media product is toast – and other heretical thoughts
There are many who claim that the business of media advertising is dying, that it is impossible for publishers to compete with Google and Facebook, that subscription revenues are all publishers should rely upon. Let’s unpack these assertions and expose the naiveté behind them. Plus, the latest update of the most important recent developments across the world of media
This is a Stick-Up
Rupert Murdoch’s Wall Street Journal has adroitly managed the transition to digital. The London Times, not so much. His other newspapers around the world? Not at all. So, he’s leading the charge to hold Google and Facebook to ransom. Plus, as always, the latest update of interesting recent developments around the world of media…
The Age of the Skim
Back in the days of monopoly distribution, selling the news was a fantastic business. Local media outlets, with captive customers and competitive insulation, enjoyed profit margins as high as 25% or even higher. The internet dismantled their monopoly advantage. Now, offering general news like that is a shitty business. In a world where diversion is just a click or a swipe away, user engagement with general news products is irregular, with short, shallow usage sessions and erratic visit frequency. Smartphones have given birth to the Age of the Skim, which has made the engagement problem even worse. How to build audience by transforming skimmers into engaged customers with a predictable consumption habit is the singular challenge faced by media outlets today. The second challenge? Learning how to sell them, of course.
Plus, the fall 2021 update of the most interesting current developments in media…
Where’s the beef?
Five insights guaranteed to shortcut the path to profitability of any news start-up – they’re the basis of the playbook both Axios Local and 6AM City are using to fuel the rapid growth of their local offerings. Plus, the usual summary of the latest developments in digital media, from another epic Murdoch fail to Nextdoor’s public offering to the surprising resurgence of Yelp to a heartfelt memoriam for one of the last great newspaper editors…
As local newspapers continue their fall to extinction, digital news start-ups are emerging to fill the market gap. But do they understand how the market for news has changed? And do they understand the process of building a start-up business in the digital age?
Breaking the stranglehold on the news
Newspapers are dying and digital news companies are struggling because their newsrooms either refuse to listen to the markets they serve — or don’t know how to. In the age of data, they’re flying blind. It’s time for a new generation of news product specialists…
How well do you know your market?
The content management system is important. But the customer management system is critical
Hey, there, millennial media person! Do you know what Customer Lifetime Value is and why it’s so important?
Putting Humpty Dumpty together again
How to unpack the newspaper content bundle and reconstitute it as a local network of vertical news products. If newspapers don’t do this, someone else will
Bucking the herd, again
In 2018, digital publishers struggled again to make their advertising sales number. The problem is not the market share of Google and Facebook. The problem is the product, and the way it is sold. Here’s what to do about that…
Why is local news so boring?
There is an art to telling a story. Even a local news story can be rendered in an attractive way. So why isn’t it?
the lessons in product positioning and advertising sales from the sudden shakeout in digital media
Why is marketing so important?
– because without an audience, you’re talking to yourself
The elementary mistake that destroyed one of the largest newspaper companies in the country
“The Only Newspaper In The World That Gives A Damn About Yerington” or, The End of Local Media
Differentiating your product is the ultimate marketing challenge in the digital world – and local doesn’t cut it
10 slides in 2 minutes
In just 10 slides and 2 minutes we show why newspapers capitulated to digital and what can be learned from it
The Sayonara Strategy: How Newspapers Will Fade Away
In 2018, more daily newspapers, by now out of cash and ideas, will be published only on Sundays, with news updates on online editions during the rest of the week
Go as far as you can see – then you’ll be able to see farther
The secret to new product development in the Digital Age: Start small, fail early, fail often I’m going to let […]
A pox on the editor-priests
The future is never a straight line projection of the past Strange to say, newspapers suffered from years of recurrent […]