Managing fragmentation is our opening gambit for our exploration of Diversification 2.0. How are publishers pulling together their multiple revenue streams into a coherent business? And as direct to consumer models proliferate, how does any one publisher address subscription fatigue. Finally, we look at Apple News+ and other attempts by platforms to play nicer with media. Really?
Panel: Is Revenue Diversification a "Strategy" Yet?
Revenue "diversification" is nice and easy hook for describing how media companies plan to meet their business challenge. But execution and management of these many streams is as critical to success as picking bets. We open the Publishing Insider summit by asking top publishing executive the "how" of revenue diversity. How are they picking, funding, managing and )dare we say) synergizing a fragmenting business model?
Panel: Beating Subscription Fatigue: Tapping Consumers' Media Budget
With most publishers chasing direct revenue, media are chasing finite personal subscription budgets. What is the pitch? How are publishers marketing their value when everyone has their hands out and when free media remains the dominant model? How are they experiencing and fighting churn and containing acquisition costs? Calculating LTV and making direct revenue more central to the business as a whole?
Tobias Bennett, Vice President, Revenue & Partnership, Local Media Consortium
Panel: Apple "Minus?" and The New Math of Distribution
Apple is just the latest media fragmentation and redistribution scheme to dangle new revenue in front of media brands. Meanwhile, Facebook, Google and other platforms are trying to prove they really respect media's value to their platforms - no really this time. We ask several publishing executives how platform distribution adds up for them now? Where does it and doesn't it make sense in relation to a diversified revenue model?
Noah Keil, Senior Vice President of Audience Development and Insights, Group Nine Media
Andy Sullivan, Vice President Business Development & Growth, Al Jazeera
Diversification as a Strategy Subscription Sustainability Apple Minus?
Marketers still need media, even if the forms of advertising are evolving. On Day 2 of the Summit we ask how these new formats are integrating with the rest of the publishing business model. How are branded content studios, private marketplaces and emerging streams like audio and podcasting evolving to meet advertiser needs...and add up to more than the sum of its parts?
Margins are being crushed as the market gets cluttered with brand studios, distribution costs rise and advertiser interest may have peaked. As the branded content market matures, how are publishers adapting? What does the staff investment and talent mix look like now? How can we contain distribution costs? And how are publishers rethinking making these businesses a growing part of the revenue mix. sustainable?
By some accounts, programmatic advertising accounts for more ad revenue to many publishers than direct, often driven by the growth in private marketplaces. We explore how publishers are positioning and packaging their PMPs to compete with the oligopoly competition. How are they selling their audience, transparency, safety, viewability? What is resonating with advertisers most now and what is the growth path for the PMP?
Brendan Cleary, VP of Programmatic Sales & Ad Operations, The Guardian
Jeff Lustig, Manager, Programmatic Operations, News Corp|NewsIQ
Jennifer Sun, Associate Director of Product, Programmatic Advertising, DotDash
Jason Tate, Director, Programmatic and Partnership Development, MediaNews Group
Managing Branded Content Challenges Selling the PMP Proposition Podcasting as a Business Model
Events, licensing and e-commerce, OTT and TV - are all enticing new businesses for many publishers. But many require both investment and organizational changes. We wrap the Summit interrogating the business cases for some of these brightest, shiniest objects.
From Amazon/Apple Channels to Snapchat/YouTube Originals to Pluto/Hulu/Roku, the next generation of big and small screen video promise to make TV stations of all of us. But publishers have been lured into costly video projects before? What is different now? With the deal structures? The revenue models and cost structures? The dependence on capricious distribution overlords?