There is so much in this post and so many times that I was agreeing violently, but I’ll just highlight some of the points that really stood out for me.
Publishers’ infrastructure is still focused on advertising-led businesses and have not kept pace with the shift to reader revenue.
Email is still a neglected and overlooked channel for many publishers. “The energy behind email’s return is that it remains the most cost efficient way to test conversion and retention strategies. There’slittle risk and plenty of reward for readers to opt-in to newsletters and other distribution lists.”
The point that really leapt out at me was how editorial thinking and content strategy are now being married to product thinking. And they touch on the cultural issues that can arise in that shift in thinking. That’s an entire article on its own.
This post is a great conversation starter, and it’s so economical in its communication. I will definitely be using it when we have some of these conversations in my shop.
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In the beginning, it was quite confusing because we spent a great deal of time trying to define what a product is. We asked ourselves questions such as, “Who is the owner of the homepage?” However, I believe those types of questions are irrelevant because the key to successful product development is to partner with the Sales, Engineering, and News teams to come up with products that delight our readers, advertisers, or subscribers. In the best case, we are delighting all three of them.