Making Friends with Instability
One of the ongoing challenges for publishers is the sense of instability that arises from the never-ending changes in technology and audience behavior. From sales to marketing and even publishing’s most fundamental service—content creation—market dynamics are constantly evolving.
This of course is nothing new, but it’s forcing a more pronounced learning curve for senior executives who have to plan strategically, organize and invest resources in the midst of a business model that’s always morphing around the edges.
Our features in this issue address two core elements of the publishing model that are under pressure from new forces—content and advertising.
Programmatic advertising—perhaps you’ve heard of it?—has been an extremely fast-growing segment of digital sales for media buyers and sellers. Combining automation, data and targeting, it’s become the darling of frenzied buyers looking for efficient but accurate and valuable digital display opportunities. And wary of the prospect of leaving money on the table, some publishers are quickly setting up internal teams to facilitate programmatic sales, which, as it turns out, still benefit from a direct sales approach. And, publishers see programmatic as a nice bookend to their more custom, or native, sales efforts.
Meanwhile, technology continues to upend the way publishers are producing and displaying content. While most will argue that the fundamental characteristics are vital and immutable—quality content and journalism will always win out—the manner in which that content gets created, displayed and distributed can and does have an impact on how topics are chosen. And the exploding use of data has a definite influence here, too.
With all of this going on the background, now seems like a good time to mention Folio:’s MediaMashup Summit happening April 3 in New York (www.mediamashupshow.com), which will directly address these exact challenges and opportunities.