Look around you, right now. You may be sat at your desk, slouched on the couch, or en-route to somewhere special but the chances are you’re probably ‘consuming content’ on your smart phone, tablet or some such device. And those around you are probably at it as well. On my own daily grind I very rarely see anyone struggling with a broadsheet or flicking through a red-top any longer as the only papers commuters appear to read are Metro in the morning and The Standard in the evening. The common denominator is they’re both free.
So, it’ll come as no great Usain Bolt outta the blue, that newspaper circulation is plummeting. I’m sure we’re all aware of the sad demise of The Independent earlier this year and even Dear Rupert’s managing to only flog just over a million and a half daily copies of the builders’ favourite, The Sun, from a 2010 figure of double this. The Torygraph a similar 500k from almost 700k, and The Grauniad an astronomically worrying 166,500. Astronomically worrying as I’ve always taken The Guardian. And Private Eye. Obviously. Continue reading
My latest post – a narrated slideshow on the 7 Pillars of creating great content – has a more interactive feel. Some points are obvious, but usually forgotten. Others, not so much.
Living in a world with vast streams of content covering every perceivable subject, it is crucial to make sure that all editorial created has a real value. It must be relevant to those reading it. So it’s time to steer away from those ‘fillers’, get more creative and stop relying on press releases. Continue reading
How to gather data the right way
Whether revamping an existing title or launching a new magazine getting to know your audience – and what they want – is crucial.
Yet more often than not publishers think they know what their readers want and spend a huge amount of their budget on research to prove it. However, data gathered during reader surveys is often flawed because the relevant key questions haven’t been asked. Continue reading
Micro-payments: The unsolvable problem
Imagine if newsagents had to sell single articles? An unlikely scenario as it makes neither practical nor financial sense for anyone concerned – journalists, publishers, newsagents or the consumers.
Online however, this granular sales model makes total sense, yet an option for casual, micro-payment, often referred to as the Holy Grail for both internet entrepreneur and online publisher alike, has remained elusive.
For years now many CEOs and key influencers have been saying the print issue will soon be dead. Now there is fresh concern with the news that the Independent will cease printing and go digital next month.
So should publishers rethink their print contingent?
No – and here’s 4 reasons why not. Continue reading