Skip to: Navigation | Content | Footer

Advertorial
COMMENT

Digital Publishing Challenges for 2017

John Rahim’s article in the Publishing Partners Guide 2017

John Rahim

Posted on: 03 February 2017

Many publishers are predicting that 2017 may be the year when the humble digital edition finally comes of age. 2016 might be remembered as:

• a year of consolidation within the digital magazine arena with some notable software companies changing their strategy

• the growth of off-platform publishing decreasing digital advertising revenues despite massively increase their reach

Monetisation of content also remained front of mind for many publishers as they increasingly diversify and find new avenues to market their brand and their content.

This predicament is partially due to the market becoming increasingly fragmented over the past few years, and the ways that consumers are accessing content has become more diverse. Whilst providing always-on multi-channel brand access for consumers has brought many user benefits, this has caused enormous challenges for publishers.

Publishers now need to think how to reuse their print content across multiple touch points such as social, mobile web, app and desktop. This content needs to be created in a fast and efficient manner. Increased efficiencies in production do not necessarily mean stifling creativity – far from it! This provides a creative challenge to publishers on how best to distribute and repurpose content whilst creating increased user engagement through engaging content.

The ideal scenario is to create the content using a centralised independent content creation platform. This would allow publishers to create multi-channel content across print, web, native app and social feeds from a centralised source thus ensuring a highly efficient workflow. Media owners who publish newspapers, which are updated on an hourly basis, tend to use such systems. However, this approach has not been widely adopted yet by traditional publishers, many of whom still work in an unstructured manner.

If publishers are not using a centralised content hub for the management of their media, the key question is how to structure their content for use across multiple platforms, and how to do this efficiently.

This issue is compounded by the fact that over 80% of digital content is read on smartphones and, increasingly, consumers are not willing to pay for content. So, publishers need to combat this by ensuring that the content not only fits to the device of choice but is also engaging. Value added services, such as continuous publishing which updates digital editions on a regular basis, help to reinforce value and relevancy.

This reinforces the trend that consumers now are looking for bite-sized snackable content that they can read whilst they commute or during a coffee break. This short-form content can stand alone from their digital edition encouraging users to delve deeper into their long-form content in archives or digital editions.

“Increased efficiencies in production do not necessarily mean stifling creativity.”

About John Rahim
(Details last updated: 2 February 2017)

John Rahim is senior manager, UK sales & marketing, at SPRYLAB technologies. With their own digital publishing solution, Purple DS®, SPRYLAB helps brands and marketers to create unique content, apps and services. Their products and solutions encourage advanced means of communication, improve customer retention, and facilitate the development of new markets.

Tel: 020 7947 4278

Email: Send a message to this author

Website: www.sprylab.com

Twitter: @sprylabTech

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

Articles

5 top tips for creating a skill for Amazon Echo

Ben Tyler
Posted on: 15 March 2017

8 Types of Content New Magazines Should Publish to Instagram

Amanda MacArthur
Posted on: 3 February 2017

Opportunities & Threats: Regional Press

Steve Dyson
Posted on: 3 February 2017

Terri White

Mary Hogarth
Posted on: 3 February 2017

Opportunities & Threats: Consumer Media

James Tye
Posted on: 3 February 2017

The audience comes first

Steve Dyson
Posted on: 3 February 2017

Digital Publishing Challenges for 2017

John Rahim
Posted on: 3 February 2017

Off The Page

David Hepworth
Posted on: 3 February 2017

Ken Finlayson

Meg Carter
Posted on: 3 February 2017

The Talks

David Hicks
Posted on: 3 February 2017

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 25/03/2017 07:40)

Find out more about

Featured job

Publisher Account Manager
Salary: Competitive
Gold Key Media
London

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Next Top Tips Webinar

Roundtable: What magazines can learn from the newsroom

2.30-3.15pm (BST), Thursday 30 March 2017

Sean Briggs, Dave Whalley and Martin Wright

FREE-TO-ATTEND

Webinar sponsored by

Publishing Partners Guide