It’s no secret that the publishing world has undergone a transformation in the past few decades. Traditional titles that previously spoke to an audience via a linear model are now faced with users demanding content across platforms. What’s more, consumers are no longer just listeners, they’re active participants. In a crowded space, publishers need a unique voice and to provide consumers with a reason to keep coming back for more.
A new market for publishers
There are over 30 per cent more bloggers today than 3 years ago. These titles involve the reader, embrace social media and as a result provide a captive environment. Well established publications however, have struggled to compete and maintain readership numbers. For instance, the combined circulation of the top five titles from Future, Hearst, Condé Nast, Bauer, Dennis and IPC has dropped 44% since 2000, representing a steady 3.4% year on year drop. While the audience has found their voice, some publishers seem to have lost their way.
What’s more, with smartphones topping 70 per cent penetration and tablets creeping towards the 50 per cent mark, according to Nielsen, cross-platform content is only going to become more important. With the proliferation of devices, adoption of whippet-fast broadband and the introduction of 4G, content is being consumed everywhere, all the time. Naturally, with the opportunities that multiple platforms present, there is far greater competition to win eyeballs on content. To build that loyal following and exhibit the distinctive voice, publishers need a cross-platform offering to provide round-the-clock nuggets of content that keep their audience engaged at multiple touch points.
Finding a unique voice
Historically, reach has prevailed with titles such as Mail Online or The Huffington Post seen as the ultimate platforms. However, if you’ve got a niche story with a specific angle, greater ROI is now likely to be generated by placing content on targeted sites with a highly engaged audience and a unique voice that knows what its readers want.
Although IPC Media set an industry precedent for audience targeting by restructuring its titles around three target audience groups – men, mass market women and upmarket women – this isn’t enough. In a crowded publisher market, publications with an active, involved audience are succeeding. Titles that provide a platform for two-way conversations and user interaction are becoming more valuable opposed to the likes of MSN, despite their overarching reach.
What does this mean for advertising?
When publishers grasp an understanding of their target audience and crack their distinctive voice and tone, they become much more valuable to advertisers. If you know the site inside out, innovative online advertising can be created that really resonates with the audience. With the rise of native advertising and personalisation, brands can engage with users more effectively with authentic content that is valuable to the consumer. The Guardian has set a standard in the industry by helping their advertisers reach the exact consumer segments they want through a partnership with audience targeting specialists. Brands such as Mini Cooper and Oral B have found themselves benefitting from the Guardian’s offering, with adverts well replicated to the style of the Guardian’s own site. Such content blends into the site’s natural feel, adding value to the readers’ experience.
It’s no longer about quantity – it’s all about quality. If a brand can reach one highly engaged audience, they will get more buck for their bang than targeting a user base across a variety of ‘similar’ titles with a flaky user base. With personality and spark, titles with a distinctive offering are increasingly partnering with brands that share their values. Brands understand the value of single partnerships as they can reach the people they want to target.
The audience, the brand and the publisher must work together to ensure everyone’s a winner. Publishers must take the lead and offer value to advertisers by delivering a unique voice and an accurate target audience. The publishers that make their mark on the industry instead of replicating the styles of the many won’t be pushed aside – they’re driving the evolution of the publisher.
By Tamara Jacobs, Brand Solutions Manager at blinkx Media
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