Advertising vs Subscription

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Online publishing is at a tipping point. Read how media platforms are adapting to the emerging post-advertising reality and how you can too…

For years, digital publishing has focussed on clicks and page views, which has been great for the advertising industry, but no one else. The pendulum is finally swinging back towards premium models in publishing: audiences are being asked to pay for quality content and great experiences, and they are.

Here are four strategies to consider if you want to join the movement:

  1. Pay attention to the effect of surrounding your quality content with links to trivial clickbait.
  2. Become a Multimedia platform – text isn’t enough anymore.
  3. Look for more meaningful metrics: go beyond clicks and page views.
  4. Treat your customers like 'members' instead of passing trade.

This post was originally written on Medium - read the full article here

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Publishing in peril

Web users have enjoyed free access to content for years, which has meant some digital publishers are having a tough time of it. To make money they either put up a paywall or rely on ads and clickbait. Google and Facebook offer easy ways to share content, but these referrals are fickle, hard to monetize, and dependent on algorithms that can change in a heartbeat.

In this ecosystem, quality journalism cannot thrive, replaced instead by sensationalist content and filter-bubbled fake news. The experience for users is jumbled and distracting, putting customer loyalty at serious risk.

Help is at hand

Bibblio's discovery platform lets publishers increase engagement, build loyalty and improve how they monetize. Our AI understands the context of each content item, recommending it at the right place and time, recirculating the publisher's content and personalizing their audience's experiences across any touchpoint.

Using either light-touch self-serve tools or running deeper integrations with support from Bibblio's engineers, these successful publishers have found smarter ways to deliver value through their sites, gain a better understanding of their audience and return their focus to quality editorial.

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