The meaning of ‘Digital Publishing’ has changed just as much as the landscape itself in recent years. What began as the simple task of translating the written word into a digital application has now developed into an industry dependent on new technology, innovation & social media - a whole new world to consume content. Digital Publishing is much more than people realize and it’s set to develop even further; Snapchat, Facebook, Tumblr, Twitter… I could go on, but these new digital platforms have not only allowed us to become publishers in our own right, but brands, media companies and news outlets can now develop strategies that maximize audience engagement, build relationships and add value to people’s daily lives.
It’s now well into 2015, so what is actually happening? This year’s Digital Publishing Innovation Summit answers just that. Audience growth and content strategy are not exactly new terms, but their importance remains key. The internet has enabled us to achieve a global reach and tap into people’s lives who may not necessarily have been found by other means. We can now tailor content for the individual and the platform through which they have been found. Bleacher Report have achieved this and will share their story of serving a vast audience with high-quality content & video to lure more readers based on a particular sport, team or topic at the summit.
Audiences are also consuming content faster than ever before thanks to the evolution of mobile, social and desktop - but how do we keep up with such a disruptive space? You need to take risks and pair that with talent on your particular content platform. You can’t trust the one-size-fits-all approach and you need to determine what each platform means to you and your business. Are you going to adopt Snapchat? Who is your audience? What is the best type of video engagement for that audience? Does this link to your Instagram? How will you grow through Facebook, and ultimately, how do all of these drive traffic back to your webpage? Refinery 29 have been a successful disruptor to the traditional publishing model - they will discuss their own evolution and how their strategy has enabled them to constantly change with the evolving media landscape.
One key point is the utilization of analytics which is the first step in growing your audience and understanding their actions and needs. Analytics has allowed us to better understand our audience and how we interact with them. Penguin Random House, a traditional publishing company, have used analytics to support their move into the digital age, as well as sustaining pace and success internally. They have adopted the analytical mentality and by using this approach yourself you can enhance decision making capabilities, understand how to improve structure and deliver a better product to the right people.
The biggest change, by far, is revenue generation with traditional publishers offsetting the slump in offline revenues with digital. Digital is more accessible; you can absorb more content online rather than a magazine or publication, and the cost is significantly cheaper than print. Start-up costs for a business have also declined, leading to increased competition and a glut of successful new media companies. In turn, this has lead to an improvement in the quality of content, seen more research and attention paid to the end-user and helped us find content that is beneficial, interesting and supportive of our day-to-day goals. Creating stable revenue streams has become more viable in recent years thanks to the success of native & programmatic advertising - not forgetting the adoption of video. Hearst, in particular, have been through this process and will be sharing their ideas for creating native ads that work by turning compliance into competitive advantages.
The Digital Publishing Innovation Summit has a unique ability to bring together senior leaders who are willing to share real case-studies that offer insight into their business operations. This allows the audience to obtain key takeaways rarely seen at other conferences. This year’s summit will take you through the journey - from quality content creation to reaching your targeted audience, monetizing your content and even the process of developing into a global enterprise, such as the Huffington Post (who continue to break new markets with their business model). Join 200+ attendees for 2 days of interactive discussion in New York and meet the biggest brands & leaders working to develop continued success within the digital sphere and, most importantly, take away some new contacts who you can continue to collaborate with!