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Piano is sponsoring Digital Media Strategies 2016 conference in London and our CRO, Peter Richards, is in attendance. In addition to meeting with colleagues and clients he is going to some very interesting presentations.
On Monday The Atlantic share some learnings and strategies they are using to grow audience. The magazine and digital property is focused on “audience first” (as opposed to digital or mobile first). There are a lot of new dynamics to address with mobile page views now at 53% and 10% of visitors going to the homepage! A few of their new strategies include doubling down on data, reorienting their offers around around audience and re-imagining how they incorporate video. Current publisher nemesis Ad blocking is an issue, and the publication is in test mode, offering users with ad blocking software enabled the opportunity to register for a free newsletter or subscribe to the magazine in order to access content. This is in line with what Forbes and GQ are doing.
Peter will be at the conference until Wednesday evening, if you would like to meet with him, please send us an email and we’ll arrange a get together.
Paid content is back in the news largely because one of the world’s largest newspaper sites recently reported losses forcing them to reconsider their online revenue model. At the same time, the American Press Institute has released a study detailing the emergence of paid digital subscriptions across the biggest 98 newspapers in the US. And with the use of ad blocking software continuing to escalate, not just on mobile, but also on desktop, paid subscriptions are again becoming the plat du jour.
Read more about what publishers are discovering in this week’s Industry Insights, available now!
Newspaper publishers in the United States have moved rapidly in recent years to create subscriptions for digital access to their news, and according to an in-depth analysis the landscape is converging around a couple leading models and price structures.
As the traditionally dominant revenue streams of print and advertising come under pressure, almost all newspapers are looking to their readers to contribute more. As of 2015, 77 of the 98 papers we examined have some form of a digital subscription plan that requires readers to pay for unlimited online access.
Seventy-one of those 77 have been launched within the past 5 years.
This exponential growth would have seemed unfathomable in 2009. Publications like The Guardian, The New York Times, Time Magazine and The Atlantic published op-eds questioning whether readers would be willing to pay for news online — and whether digital subscriptions would cause steep losses in readership and digital advertising.
Piano’s Chief Revenue Officer Peter Richards is going to be attending Digital Media Strategies 2016 in London next week. Now in its fourth year, Digital Media Strategies has become the key event for addressing the big-picture challenges facing the industry, focusing not on PR pitches, but instead on honest, in-depth case studies which go deeper than the surface trends. Peter would be happy to meet for a coffee during the event and talk about how Piano’s innovative user segmentation and business rules engine is being used by Time Inc., NBC Universal and others. Piano eliminates the technical hurdles so publishers can focus on what they do best — build great brands, dedicated audiences and sustainable revenues. If you would be interested in meeting with Peter, please send him an email.
This is another in a series of articles from Piano’s Lead Data Scientist Roman Gavuliak that were written last year and are being re-posted here for the edification of our faithful readers.
Lessons in Paid Content I: Not all content is created equal
Lessons in Paid Content II: The size of your audience
Lessons in Paid Content III: Don’t just slap a meter on it
To read all of Roman’s articles please click here.
Throughout this series, there have been a lot of numbers and graphs illustrating particular examples that might be more or less relatable. The understanding is that as a publisher, you do not always have the capacity to carry out all these calculations and some data sources might not be available to you. Most probably you lack a database needed to benchmark against other publishers / titles. What you can do, though, is compare different content segments of your site against each other. Here is a simple framework of how to think about your content:
The graph depicts content segmented into two dimensions – loyalty and content consumption. Niche content with a small yet loyal audience is more suited for a hard paywall; flagship content that has high user traffic that remains loyal would do well under a metered paywall. Content with lots of traffic consisting of one-time visitors – search engine and social media traffic – is a space that can be commodified; it’s ideal for advertising. Content with no traffic and no loyalty, “thrash,” is obviously something you do not want on your site. Keep reading