A lot of people look in envy at the success of the Financial Times, and they focus on their paid content strategy. Paid content strategies are so much more than simply getting readers to pay, they are also about delivering better services by knowing your audiences better through data. Read on to find out how the FT found that out and is leveraging data for enhanced services for their readers.
A couple of years ago, I stood in front of a class of Russian journalism students. I was pretty sure that the FSB, the Russian state security service had an officer in the room, for reasons I’ll explain. A student asked me to comment about the press situation in Russia. I gave a cryptic answer about missing the First Amendment while working in Britain. Now, I’m back in the US, and to welcome me back, the First Amendment greets me every time I walk into one of the two newsrooms where I’m editor.
My job search is over, and I’m thrilled to announce that I’ll be returning to a newsroom, a couple in fact, as a regional executive editor overseeing two Gannett-owned newspapers in the US.
The UK has been battered by storm after storm over the last couple of months, causing horrendous flooding across the country and particularly in the Somerset Levels as well as damage at coastal towns battered by towering gale-driven waves. But media coverage has mostly been at the level of dog whistle politics, focused on simplistic calls for more dredging in… Read more →
This is the paradox of journalism in the digital age: Journalism organisations reach more people than was ever possible in the analogue age, but those larger audiences have not translated into higher revenues. Some of this has been almost constant pressure of digital ad revenues since the beginning of the financial crisis, driven by an oversupply of ad space. Digital… Read more →
David Higgerson, the digital publishing director for the regional websites within Trinity Mirror, believes that the January storms here in the UK challenge the recent fervour for paid content. I think that he’s clear-headed about the competitive environment that journalism is in, but I also think that paid content strategies have evolved. They have got smarter and more flexible, which is the only chance they have of being successful.
I’ve spent a lot of my time over the last decade helping businesses to put together strategies for the use of social media, both internally for collaboration and externally for community building and marketing. I know that for some companies, my strategy was a document that they continued to refer to for literally years after we put it together. (I… Read more →
Frédéric Filloux worries that in 2014 publishers will add to the downward pressure on digital ad rates by auctioning their remnant advertising on RTB – real-time bidding – platforms. However, RTB is much more than ad networks 2.0, and smart publishers are already using their own data to fuel private exchanges to make sure that RTB isn’t simply a race to the bottom. News groups, especially those gaining user data through paid content strategies, must engage with RTB. It’s not just about facing reality but also about seizing the opportunity of premium ad targeting.
Media management prof Charles Warner thinks that media companies lack innovation because they are driven by an individualistic, star-obsessed culture. Good corporate culture are rare and take a lot of work, and while I don’t think it’s going to be the magic cure-all for the woes of media suffering digital disruption, media companies cannot afford the dysfunctional internal dynamics of their past.
David Weinberger just wrote a slightly sad elegy for blogging, looking back on what we did when blogging was young, and why we did it. I left a comment, for the first time in a long time on a blog, and it got so long I thought I would repost it here. Again, I don’t remember the last time I converted a… Read more →