The age of “impressions” is over. In a digitally distracted mediascape of fragmented attention – engagement is the name of the game for publishers now. Whether it is deepening direct connections to consumers, delivering real impact for advertisers, or building trust in your brand – quality matters now more than quantity.
At the annual fall edition of the Publishing Insider Summit in Austin media companies share the many ways they are getting beyond chasing scale and instead building engagement.
By widening the palette of paid, subscription and ad-supported media products for consumers.
By integrating advertisers more deeply into the content experience.
By leveraging new experiential channels like events, podcasts, digital radio and smart speakers to make deeper connections with users.
By building bridges with social influencers for their own media brands and for marketing partners.
By leveraging data to inform both personalized advertising and more personally meaningful editorial.
“Impressions” and “eyeballs” are so 20th Century. “Scale” is so 2016. Quality must trump mere quantity if media expect to build sustainable businesses into the next decades. At the Austin Summit, Engagement is the watchword.
Diversifying the revenue streams is any reasonable media mogul's response to digital disruption and the oligopoly. But how do all of these streams publishers have been cultivating in recent years add up to a single business strategy?
Content is a product and audiences are customers. Publishers finally are responding to the crisis in the media business by thinking and acting more like consumer product manufacturers. Content is still king, to be sure. But media brands are adopting the techniques of customer-first marketing - a new emphasis on audience analysis, on product development, on revenue-per-user, lifetime value and even customer service.
No more go-betweens. No more "disintermediation." Publishers have woken up to how platforms and ad tech spent a decade getting between them and their audiences - shaving off trust, user experience, and revenue along the way. At the spring edition of MediaPost's Publishing Insider Summit media brands share their learnings about restoring a more direct connection to their consumer.
After advertising as usual, then what? As marketers lose faith is traditional interruptive formats, and even start to doubt the effectiveness of digital to build their brands, media companies that hope to see 2022 need a five-year plan that look beyond the usual "content is king" mantra.
Circumstances are driving media change, and publishers are scrambling to stay ahead of the curve. Platforms dominate distribution and they seem to morph and fragment by the month. Video is the new text, but traditional publishers are struggling to scale production and distribution along with a reliable business model. And consumers have taken control. After ad blocking comes the challenge of rebuilding a better user experience and recalibrating the commercial/consumer balance that seems to have teetered.
Venue, Video, Viewing – platform distribution, streaming media, user experience. At the annual Fall Publishing Insider Summit we dedicate a day of presentations, cases, discussions and roundtables to each of these key challenges for every publishers.
Hot on the heels of the Austin City Limits Music Festival, Mediapost brings publishers together to build their to-do lists for the coming year.
The five Ws (and one H) of journalism are now being applied to the new media consumer that drives publishers business models. Who, what, when, where, why and how – are device, empowered, always-on, media drenched consumers finding and using content? The basics of discovery and use are changing rapidly – across devices, fragmented around the day, via social and search channels, in and out of third party apps, and under countless new circumstances.
At MediaPost's Spring Publishing Insider Summit we follow the new media consumer and explore the contours of a user-centric publishing future.