GUEST AUTHOR – PUBLISHING ISSUES
COLINWHITEdiscusseshowthecontinueddeclineof
traditionalmediaisimpactingonthepublishingindustry.
todeliverthenewservices benefitofusingthestrong Butthereisnoturning
offeredonlineandviathemobile. customerdatatodrivefurther back:ifpublishersdon’tmake
Theshiftin
Furthermore,publishersneed revenueinthefuture. organisationalchangestoday
torecognisetheneedtoleverage Indeed,thereare andembracenewopportunities
customer
technologytoco-ordinateboth opportunitiestoprovide fordrivingmobileandInternet
behaviourand
Internetandmobileadvertising, advertiserswithricherdata revenue,theywillseefurther
toco-ordinatemarketingacross andrichermarketingusing steepdeclineandmaywellend attitudesto
everyplatformandtomaximise onlineandmobilemediathan upoutofbusiness.
thestrongbrandandexisting anypublishercouldeveroffer
seekingnews
onlinetraffic. inaprintedenvironment.
Operatingincreasinglyinan Furthermore,whilethe
hasbeen
internationalmarketcreatesnew demandisforincreasing
dramatic–and
opportunitiestogrowthe localisation,publishersalso
audiencebutalsopresents haveafargreateropportunity itisaglobal
challengesindeliveringrelevant toleveragethemassiveglobal
promotionsindifferentmarkets, audiencetodrivesignificant
phenomenon,
undertakingaffiliatemarketing revenuestreamsthrough
evenin
programmesandidentifying globaladvertisingand
newadvertisingpartnersacross contentsyndication.
countrieswith
theglobe.
Thisorganisationaland Conclusion
lowInternet
culturalchangewillundoubtedly Theshiftincustomer
beamajor–probablythemajor– behaviourandattitudesto
penetration.
issuetoaddressifpublishersare seekingnewshasbeen
tosuccessfullytapintonew dramatic–anditisaglobal
revenuestreams. phenomenon,evenincounties
withlowInternetpenetration.
Localdemand Fromwatchingrollingnews
Itisalsoimportantforpublishers informationonlinetothe
torecognisethegrowingdemand growingdemandforlocal
forlocalinformation.Local information,theoldhabitsof
portalsprovidingup-to-date readingthedailynewspaper
informationontowns,even andwatchingthesixo’clock
villages,arebecoming newsaredyingout.
increasinglypopular. Withhugecompetitionfor
Theyarealsoenjoyinga advertisingspend,theability
hugeincreaseinuser-generated toofferafreeadvertising
content,thusminimising modeltoastronguser
theoperationaloverheads audienceiscompelling.
forpublishers. Combinedwithin-depth
Thislocalisationtrend customerinformation,the
providesanewopportunityto provisionofsimultaneous
offerlocation-basedservicesfor advertisingandstrong
localadvertisers,enablingthem locationbasedservices,this
toexploitthelocationofthe createsapowerful
mobileuserortheuseoflocalIP publishingmodel.
identificationwiththeprovisionof Itisnowuptothe
real-time,personalisedoffers. publishingcompaniestomake
Thesesimpleservicescan thestaffandoperational
deliverasignificantrevenue changesrequiredtomaximise ColinWhiteisUKCEO,
stream,withtheadditional thenewmediamarketplace. Oxygen8Communications.
www.dmi-news.com May2009 29
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