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Increasingly, magazine and newspaper
publishers are realizing the importance of their web properties
as more than a simple promotional vehicle to generate subscriptions.
Rather, these interactive mediums are forming a community of
loyal customers and a robust advertising and paid subscription
revenue stream. Identifying the optimal online and mobile strategy
to capitalize on the brand’s unique assets requires deep
experience and a disciplined, analytical approach. Organizing,
packaging, and enabling content assets where “broad =
free and narrow = paid” continues to be lucrative as consumers
are increasingly willing to pay for information that is deep
within a particular area of interest.
Migrating online browsers from “anonymous” to “known”
to “paid” allows publishers to develop deeper and
more profitable relationships with customers.
Incorporating an appropriate balance of multiple revenue streams
provides a “portfolio business model”, not completely
dependent upon a single unpredictable revenue source.
Given multiple revenue streams, once customers are acquired
to an interactive community, they tend to be highly-profitable
and are more likely to purchase other products and services
on the site.
Developing interactive community products from existing content
allows Publishers to amortize the editorial investment across
multiple distribution channels.
Paid content and advertising are not mutually exclusive. In
fact, the targeted nature of the inventory will yield higher
CPMs.
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