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Seven insights for digital publishers

Sunday, July 22nd, 2018
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Future grows ecommerce revenue

New ideas for digital publishers were shared at the Digital Publishing Innovation Summit in June, with speakers from traditional and digital startup publishers, agencies, brands and broadcasters sharing their latest experiences. I moderated the first day of the summit, and these were my seven top insights for ambitious digital publishers. (more…)

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Posted in advertising, b2b, business strategy, commerce, consumer, content, marketing, technology

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Free to paid: 7 questions before you set up paid digital subscriptions

Monday, May 28th, 2018
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Subscription packages

Niche B2B publishers are now considering paid digital subscriptions after years of a free online, wholly ad funded model. In the last two years I have had many conversations with independent publishers, some with print publications, others now digital only, about setting up paid subscriptions for their online content.

Of course each market and title has its own idiosyncrasies, but here are the broad questions to consider If you are planning such a move for your media brand. (more…)

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Posted in b2b, business strategy, content, marketing

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What today’s media can learn from EMAPs launch success

Monday, May 21st, 2018
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What made EMAP so great at launching magazines? And what can today’s media learn?

 

In the 80s and 90s, EMAP was a force of nature in the magazine world, launching an endless stream of lifestyle, sports and hobby magazines, from Q and Empire to Today’s Golfer, More and heat. One of the architects of this stream of creativity was Dave Hepworth, who was interviewed in a rather dark and stuffy room by Colin Morrison recently in an event organised by The Media Society.

As a former EMAP staffer (16 years all told) I have to declare a slight interest, and bias, but this nostalgia trip did set me thinking about exactly why EMAP was so successful then, what has changed and what lessons if any, are still relevant to media organisations in 2018? (more…)

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Posted in business strategy, consumer, content, marketing, news

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Will publishers still provide value to advertisers in future?

Wednesday, May 16th, 2018
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How will publishers provide value to advertisers in future?

As B2B marketing becomes more targeted, and marketers focus on creating their own content and generating and nurturing leads, do they really need traditional media brands? What exactly is the role that a publication plays for marketers and advertisers, whether in print, digital or live formats?

At the Marketing in Maritime conference last month I chaired a panel of established print and start-up digital media owners, plus a major advertiser to explore this issue. The conversation raised some interesting questions for both B2B media owners and B2B marketers about how they can work together which I believe are applicable to all markets. These were the main themes:

(more…)

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Posted in b2b, marketing, news

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How should publishers engage with social platforms?

Tuesday, April 3rd, 2018
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Economist on Snapchat

Facebook and their ilk have become an important part of digital content distribution and promotion. But how should publishers navigate the minefield of tech giants and social platforms to reach a global audience without losing direct contact with their readers, or losing control of their data? There was plenty of debate at the FIPP/VDZ Digital Innovators Summit in Berlin about social strategies; in this article I have summarised what seems to be working on both sides of the Atlantic. (more…)

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Posted in b2b, business strategy, consumer, content, marketing, technology

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New thinking on Digital Subscriptions: 8 successful strategies

Thursday, March 29th, 2018
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Digital subs mobile options

Digital subscriptions for online content have maybe just reached the tipping point.  Free content, ad-funded business models are struggling, and traditional print publishers are now focussing on building a compelling digital subs proposition.

A growing number of publishers are refocussing their business model towards subscriptions.  The New Yorker now has 65% of its revenues coming from readers, and paid circulation is growing at a rate of 12.3%.  The Economist is now financially sustainable on subscriptions alone. BILD has grown from zero to over 300k digital subs in 8 years.

Digital subscriptions were a hot topic of conversation at the Digital Innovators Summit in Berlin, organised by FIPP and VDZ.  I chaired a panel discussion on reader revenues and there were multiple presentations from European and North American publishers on their subscription strategy. (more…)

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Posted in b2b, business strategy, consumer, marketing

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How tech will affect your readers and your media business and what you should do

Tuesday, February 13th, 2018
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Revenue sources for media businesses RISJ

Digital technology is changing how people want to consume news and content, and how media businesses must evolve. Publishers will need to change how they package and present stories, how they attract attention, and how they generate new revenues.

The RISJ have made a number of predictions of trends for journalism and media, based on their research primarily among news organisations worldwide. You can download the full RISJ report here.

This is my interpretation of how these trends will affect more specialist media businesses and what you might need to do… (more…)

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Posted in advertising, b2b, business strategy, consumer, content, marketing, technology

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Building communities at B2B events: learning from Web Summit 2017

Monday, December 18th, 2017
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Events are a growing part of B2B media portfolios, building brands and increasing revenues. A successful event, however, is about more than the speakers, sponsors and content: delegates are keen to use live events to expand their network and make new connections. So building a community in advance of the event is increasingly important. I’ve looked in depth at one event, Web Summit, which has always focussed on networking, and drawn out some ideas which could be applied to other B2B events. (more…)

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Posted in b2b, events, marketing

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Planning for digital content promotion

Tuesday, November 14th, 2017
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Blue Planet promo clips

This article on digital content promotion is in a series exploring technology themes from Web Summit that are relevant to media brands.  Read about the other themes here.

Digital content is now increasingly discovered through social platforms and via influencers.  So media owners must work out their tactics for digital content promotion from the very earliest stages of planning new features, and become familiar with analysing data on how previously published content was discovered.   Content creators and media brands have to review their relationship with distribution platforms like Facebook.

So what can media brands learn from programme makers, influencers and digital publishers? (more…)

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Posted in agile publisher, business strategy, content, marketing, technology

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10 strategic themes for the future of publishing from FIPP Congress

Saturday, October 14th, 2017
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FIPP World Congress

What is the future of publishing and media brands?  Magazine media businesses from around the world gathered in London for FIPP Congress 9-11 October to share experiences and emerging business models, listen to tech innovations and navigate an increasingly complex world.

These are the top strategic themes I took away from the event. (more…)

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Posted in agile publisher, b2b, business strategy, consumer, content, events, marketing, people and culture

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Building a valuable membership community

Tuesday, May 23rd, 2017
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digital media experts

Most B2B media brands are now talking about “membership” rather than “subscriptions” – but what does this actually mean?  And more importantly, how can you create a meaningful membership proposition for your community?

The strategic intention is clear: if we can build greater affinity with our community then they are more likely to be loyal, and keep buying our content and attending our events, thus securing steady revenues in this uncertain world of advertising volatility.  And it does fit with the subtle shift for media businesses from being mostly about “products” to becoming more of a service to their community. (more…)

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Posted in b2b, business strategy, content, marketing

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Why audience data is key to digital subscriptions

Wednesday, March 29th, 2017
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Times uses popular content to build registrations

Even formerly sceptical publishers are now starting to consider developing stand alone paid online content, beyond the digital magazine replica bundled with a print subscription.

And the consistent message from those who are succeeding is that quality audience data and a real understanding of readers’ online behaviour are absolutely crucial to making subs marketing effective. (more…)

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Posted in b2b, business strategy, consumer, content, marketing

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New approaches to paid content in Europe

Monday, February 20th, 2017
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Mediapart digital subscriptions

What online content will people pay for?  And how can publishers balance what they keep free and what is locked down?

Across Europe news media have been experimenting with different paid content models, and the Media Briefing’s recent report compiles a wide range of case studies.  I’ve picked out the ideas that caught my eye, and which might provide inspiration for business to business and consumer specialist publishers as well as news media. (more…)

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Posted in b2b, consumer, content, marketing

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Q and A on Seven Smart Publishing Ideas

Tuesday, January 31st, 2017
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Digital publishing revolution

How can you turn new digital publishing trends into new revenues?

Questions from attendees at the “Seven Smart Publishing Ideas” webinar, focussing on user content, social content distribution, video and paywalls.

Listen to the recording here

Read the transcript of the webinar here

(more…)

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Posted in business strategy, content, marketing, Webinars

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Seven Smart Digital Publishing Ideas

Tuesday, January 31st, 2017
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Seven Smart Digital Publishing Ideas

Seven Smart Digital Publishing ideas

What are some of the latest trends in digital publishing and how are other media owners experimenting in developing new revenues?

This is the script of a webinar I presented for InPublishing.  You can listen to the full recording here. (more…)

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Posted in advertising, agile publisher, b2b, business strategy, commerce, consumer, content, marketing, Webinars

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Webinar recording of Seven Smart Digital Publishing Ideas

Monday, January 30th, 2017
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Seven Smart Digital Publishing Ideas

Recording of webinar presentation for InPublishing on Seven Smart Digital Publishing Ideas.

Digital is revolutionising publishing, and media owners need to experiment with new approaches.  This webinar looks at the main trends and discusses seven new ways to think about your media business.  Plus it shares some inspiring case studies.

If you’d like an informal discussion – over the phone or over a coffee – about how to apply these ideas to your media business, then please get in touch.

About the author

Carolyn Morgan has over twenty years experience launching, growing, buying and selling specialist media businesses across print, digital and live events. Carolyn now advises publishers large and small on their digital strategy and writes and speaks on the topic of digital publishing strategy for media sector publishers and events.

 

 

 

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Posted in advertising, agile publisher, b2b, business strategy, consumer, content, events, In Publishing, marketing, Webinars

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Webinar recording of Building Value in Media Businesses

Thursday, January 26th, 2017
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Webinar recording of Building Value in Media Businesses

This is a recording of the webinar presentation I gave on 24 Jan 2017 for InPublishing magazine about how to build long term value in media brands.

You can read the transcript of this presentation here.

And a summary of the Q and A here including some questions that were not broadcast.

If you’d like to have an informal discussion about how you could build value in your media business please get in touch for a conversation over the phone or over coffee.

About the author

Carolyn Morgan has over twenty years experience launching, growing, buying and selling specialist media businesses across print, digital and live events. Carolyn now advises publishers large and small on their digital strategy and writes and speaks on the topic of digital publishing strategy for media sector publishers and events.

 

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Posted in b2b, business strategy, consumer, content, In Publishing, marketing, people and culture, Webinars

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Q and A on building value in media businesses

Thursday, January 26th, 2017
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Q and A building value in media businesses

What is involved in building long term value into your media business?  I presented a webinar for InPublishing on this topic recently, and there were a wide variety of questions from the attendees.

Below are the questions about building long term value and my answers.  You can listen to a recording of the entire webinar here.

My presentation for the webinar is published in this article.

(more…)

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Posted in advertising, b2b, business strategy, content, marketing, Webinars

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How to build a valuable media business

Wednesday, January 25th, 2017
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 Building a valuable media business

How can you build long term value in your media business?  Whether you have immediate plans to find external investors or sell outright, or simply want to secure a long term future for your staff and stakeholders, it pays to know how to build future value.

This article is based on a webinar I presented for InPublishing – you can access the recording of the webinar here. (more…)

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Posted in b2b, business strategy, commerce, consumer, content, events, marketing, people and culture, Webinars

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What next for digital magazines?

Friday, December 2nd, 2016
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quantas

Six years ago the iPad launched and was hailed as the answer to falling print magazine circulation, enabling a digital edition to be available anywhere in the world. Publishers rushed to set up magazine apps, principally PDF replicas, although some invested in bespoke interactive editions. But many have struggled since to grow digital sales, be discovered on the app store and to develop advertising revenue.

Some former print publishers have been successful, with The Economist and The Week both enjoying strong digital subscription sales. And brand publishers are finding that digital editions provide them with international reach and greater customer loyalty. But digital only magazine launches are finding profits elusive, and many established print magazines are seeing sliding digital circulations.

Among the finalists in the 2016 Digital Magazine Awards are plenty of innovative publishers finding a large audience, but many digital magazines are still struggling. What has changed since the optimism of 2010 and how can we learn from the winners? There were plenty of alternative viewpoints shared at the Future of Magazine Media conference, from The Economist, John Brown, National Theatre and others.

(more…)

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Posted in advertising, commerce, consumer, content, marketing

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