While newspapers and magazines distribute their content exclusively through printed media, others take advantage of a mobile presence and feast on the conversions. While Facebook and Google generate billions of dollars on their content, newspapers and magazines have to fight to keep their place on the market. “It doesn’t have to be that way,” says Emil Jimenez, CEO of PASSION1.
“We believe that newspaper publishers, the people who create the content, should take back control of both the content and the commerce,” he continues. “Take control of your content. And take control of the money-generating opportunities available on mobile.”
While Facebook is following a new mission to bond the communities by filling its content with local news in order to make it more viral – publishers should start considering expanding their opportunities and going mobile because the stakes have never been higher.
How can newspaper and magazine publishers increase their revenues?
In order to delight the audience with content, publishers should keep up with their constantly evolving expectations, “We’re in a transition,” states Robert Knox, PASSION 1 Director of Sales and Operations. “The days of selling just an impression on a printed piece is being replaced by a quantifiable user action. Advertisers increasingly look for performance rather than visibility. The transition is not going to happen overnight,” Knox adds. “And it’s going to require publishers to start thinking differently.”
Include mobile in your marketing strategy
The rapid development of mobile technology caused a major shift in consumer behaviour and content readership. Today, readers prefer to consume content via mobile rather than any other source of media. Publishers should take this fact into consideration and provide a mobile-tailored content that is both through a mobile-friendly website and mobile native application.
The mobile native application has numerous advantages because it allows publishers to build a loyal audience database, offer paid premium content, collect valuable user data, provide geo-located offers, integrate the printed publication with print recognition, and expand engagement opportunities with their readers. With an increase in digital readership and technological advances, the printed publication begins to take on another life by having more opportunities for potential engagement. It is not about replacing the printed medium but rather about enhancing it with digital.
Let your readers engage with your content
The crucial influence of mobile phones on consumer behaviour makes the device an essential tool for increasing engagement, extending audience, and expanding new revenue streams. “Publishers must understand that they are in a completely new collaborative relationship with both advertisers and readers,” says Knox. Today, readers want to be engaged in the process of content creation by leaving comments, suggesting new topics, and contributing to discussions.
Insert Personalization within your content
By using a mobile application for your content, you can easily collect the personal data of your audience. Broad databases can be very useful in order to increase the personalization of the communication with your readers that will break through the thousands of ads that people are exposed to every day.
Mobile data can also help you to optimize the content according to your readers’ preferences. For example, mobile feature such as a geo-location allows you to target messages based on users’ specific location. Geo-location is a great tool that local advertisers can take advantage of and provide the most relevant content to their target. By exploiting print recognition function you can enrich your users’ mobile experience and improve content delivery by combining print and digital media.
Leverage cost-effective possibilities in digital publishing platforms
Many publishers concentrated on developing new digital platforms in-house and as a result, they spent big money and come up short. “You can bury yourself in cost before you reap the return,” says Jimenez. IT departments stretched to capacity lack the bandwidth for development, ongoing updates, and maintenance.
PASSION1 is a mobile native app platform that helps newspapers and magazines digitally transition their publications to reduce costs, increase advertising revenue, and increase reader engagement with in-app features. By outsourcing through a software platform such as PASSION1 “you can keep additional IT overhead off your books, have scalable pricing according to your needs, and ultimately reduce costs over time,” says Knox.