Paywalls have become commonplace in digital publishing, but they’re ineffective and create a barrier to the free press. Instead, publishers must use advertising to monetize new channels and give consumers the content they crave for free. Back in the 90s, when publishers began moving their content online, there emerged a range of strategies: only the major headlines for some, whole editions for others. As they built a web presence, an entirely new genre of digital-only
Top 3 Tech Strategies for Publishers in 2021
The past year has been difficult for publishers. Given the chaos of COVID-19, elections, and social turmoil, more people have consumed more news and entertainment over the last year than ever before. But their skepticism of the sources providing that information has also reached an all-time high, as the rising tide of misinformation pushed trust in social media and even search engines to record lows. The dilemma has publishers across all genres of content struggling
PowerInbox: A Complete Personalized, Automated, Multichannel Messaging Platform
As marketers, we know that engaging the right audience with the right message over the right channel is critical, but also extremely difficult. With so many channels and platforms—from social media to traditional media—it’s hard to know where to invest your efforts. And, of course, time is a finite resource—there’s always more to do (or that you could be doing), than there is time and staff to do it. Digital publishers are feeling this pressure
3 Steps to a Strong Digital Strategy for Publishers that Drive Engagement & Revenue
As consumers have moved increasingly to online news consumption and have so many more options available, print publishers have seen their revenue plummet. And for many, it’s been tough to adapt to a digital strategy that actually works. Paywalls have been mostly a disaster, driving subscribers away toward the abundance of free content. Display ads and sponsored content have helped, but direct sold programs are labor-intensive and costly, making them entirely out of reach for
Google’s SameSite Upgrade Reinforces Why Publishers Need to Move Beyond Cookies for Audience Targeting
The launch of Google’s SameSite Upgrade in Chrome 80 on Tuesday, Feb. 4 signals yet another nail in the coffin for third-party browser cookies. Following on the heels of Firefox and Safari, which have already blocked third-party cookies by default, and Chrome’s existing cookie warning, the SameSite upgrade further clamps down on the use of effective third-party cookies for audience targeting. Impact on Publishers The change will obviously impact ad tech vendors who rely on
