Saturday, November 8, 2014

Let’s get over the whole 'newspapers are dying' thing

the guardian reporting:
...Fourthly, they are tilting their revenue balance away from advertising and towards content. The FT actually makes most of its money from content, essentially flipping the modern newspaper business model on its head. But this has benefits on the advertising side as well. The greater behavioural and demographic insight that comes with membership plans and paywalls helps newspapers move away from empty calories like slideshow page views towards more valuable engagement metrics like time spent.
Finally, along with dozens of other industries, they recognise the increasing importance of live events. The Guardian is a pioneer in this category – or at least it will be when its event space opens in 2016. Membership access to TED-style forums, celebrity speakers, music concerts and Mediterranean cruises is one way to broaden the subscription experience and connect like-minded readers.
So let’s get over the whole “newspapers are dying” thing. They’re certainly moving in lots of creative new directions (and eventually they may ascend out of physical world altogether - holograms, maybe?), but they’re definitely not going gently into that good night...

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