November 10, 2016 | Danielle Chatterton
Over the last 12 months we have been lucky enough to visit countries spanning the globe including; Australia, North & South America, Dubai, Hungary, Croatia, Iceland & Africa.
Most recently we have been spending a proportion of time within the European media space including Belgium, Finland, France, Germany, Denmark, Switzerland and Austria at the World Publishing expo in Vienna. Giving us some great opportunities to network with publishers, clients and fellow industry professionals discussing the latest industry trends and news.
Looking forward to 2017, we wanted to share a handful of the most relevant key take-aways/hot topics we took away from our trips which are working well within the market, predominantly focused around increasing digital revenues.
1. Mobile first
1 Mobile growth represents a huge opportunity for newspapers and other news brands. According to comScore, the top 10 digital media brands in the US have on average 37% of their audience visiting via mobile only. In markets such as France, Germany, Japan, Australia and Canada, more than one third of the adult population use mobile to access news media content – and growth is rapid. It has been reported that time spent using smartphones now exceeds web usage on computers in the US, Canada, the UK and Italy with desktop numbers continuing to fall.
2 La Presse+ developed a tablet edition unlike any other, that has continually sought to make the most of the tablet platform. Stopping their weekday print edition confirmed the relevance of their digital transformation and since then, weekly readership has increased by almost 30%. In addition, Ad revenues from digital tablet, mobile and desktop platforms, account for more than 82% of total advertising revenues.
To support this migration, it appears, and we have seen throughout Scandinavia, that newspapers are splitting their Digital teams from print production – meaning editors have different priorities and decisions to make depending upon the platform. New audiences expect value and engagement.
We’re working with Newspapers who are starting their content creation focused on digital first so as to satisfy the 24/7 need of customers. Then passing on these stories to a separate print team who curate the best/most transferrable to a one-off product for tomorrows print edition. Quite a contrast to a lot of newsrooms still focused first on creating a print product, supported by a digital presence.
Distribution models for digital publishers are changing. As digital technologies continue to develop, it is up to publishers to utilise the systems and platforms that make their content accessible, interactive and adaptable. The content delivered must be more engaging, more contextually relevant and personalised to the individual.
By leveraging a mobile platform built with HTML5, publishers will experience faster content conversions, better format, structure and design quality and quicker input of rich content and multimedia features.
Mobile first is all about consumers, not devices. Planning the right experiences for the right devices, ensuring all materials and information are easily accessible and seamlessly translated across all channels.