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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