Digital Media Products, Strategy and Innovation

By Kevin Anderson, Consulting Services Director, Kaldor/Pugpig.

Paywalls and advertising: Adopting a product-based approach to balancing revenue streams by @EstherKeziaT PLUS How the UK's Independent is getting advertisers comfortable with breaking news

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Paywalls and advertising: Adopting a product-based approach to balancing revenue streams by @EstherKeziaT PLUS How the UK's Independent is getting advertisers comfortable with breaking news
I do love days when the media news highlights the role of product-thinking in the media industry, and today is one of those days. The first example from the Press Gazette Future of Media Technology conference from last week by Esther Kezia Thorpe looks at how publishers are balancing paywalls and advertising. In the past, I might have seen this through an audience lens, but now, I realise that a focus on audience is integral to product thinking.
And on that note, there is a great piece about how The Local in Sweden uses product thinking to remain “useful” to their audience.
And today’s crop of stories show how product thinking is important to growing audience and revenue.

How 4 publishers are balancing paywalls and advertising | What’s New in Publishing | Digital Publishing News
A product focus is an audience focus because product managers start, or at least should start, by understanding audience needs. Last week at the Press Gazette’s Future of Media Technology conference, UK Chief Operating Officer David Dinsmore was one member of a panel talking about revenue strategies at media companies. And it definitely isn’t one size fits all, and as Dinsmore points out, a time-starved but relatively cash-rich Times reader has very different needs and is a different consumer than a Sun reader.
How The Local Sweden uses product thinking to remain "useful" to readers | Media news
To emphasise the point of putting the audience first, Journalism.co.uk looks at how The Local, which caters to English-speaking audiences in nine European cities, is constantly incorporating user input into their products - before, during and after a product launch. They use a mix of data and surveys to gain these insights. As I have found, data can tell you what users are doing, but you need surveys to really understand why they are doing it.
Being the utility man of product work – RJI
A good piece on using LinkedIn Recruiter Lite to find people with a good product management skillset for your team, and I agree that a good product person can come from anywhere in your organisation. And it talks about how many product managers in news organisations learn by doing.
Local newsrooms may be key to a more diverse AI ecosystem | | Polis
How journalists in a Chile, Argentina, Paraguay and the Philippines had to train AI systems so that they were relevant to their content.
Publishers’ digital revenue up by 12.3% in Q2 2022, reports AOP and Deloitte | What’s New in Publishing | Digital Publishing News
Unsurprisingly in this market where competition for talent is fierce, recruitment advertising was a strong driver.
How The Independent is getting brands on board to advertise against breaking news - Digiday
With programmatic making up 75% of the Indy’s ad revenue in the US, they had to find a way to give brands confidence in appearing next to breaking news. They tried to ‘humanise’ the programmatic sell and assure brands that they weren’t losing placement of their ads.
Newsnow-funded project to examine how to improve UK local news without simply 'parachuting in money or solutions'
The goal is to create a plan for serving the news needs of local communities that doesn’t necessarily require more money.
Did you enjoy this issue?
Kevin Anderson, Consulting Services Director, Kaldor/Pugpig.

Digital transformation and product development with a media focus.

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