Things have been tricky enough for news publishers these past few years, what with declining print circulations, paywalls, and then this incessant shift in consumer behaviour toward accessing content on mobile devices, tablets, and now even smartwatches.
What works in a broadsheet print format, of course, doesn’t work so well on a mobile device. And when it comes to a watch, one of the new breed of “glance-able” devices, there’s barely room for a much-truncated headline.
Somehow, news publishers have just had to deal with it as best they can, doing their utmost to see the opportunity in the threat. All of that is challenging enough without the increased pressure traditional publishers face from the new kids on the block, not that Google and Facebook are all that new anymore.
The battles between newspaper publishers and Google are ......[more]
19 May 2015 · by Dirk Barmscheidt
I was invited by Google to present at a regional publisher and newspaper forum. Google wants to show these publishers potential ways to penetrate the digital realm by doing the following in the mobile world:
- Create digital products.
- Organise the production.
- Monetise the reach.
Based on my experience with a publisher’s daily work and the (internal) barriers faced, I created three main topics for a successful digital publisher’s strategy:
- Adapt instead of copy.
The core of print and digital content products is and must be similar: high-quality editorial work (research, selection, commentary). The execution is totally different.
Mobile device users like summaries and overviews, and are mostly time-stamp driven. Print readers are mostly in a lean-back situation. They want and are able to read long versions. Tablet users are between these two media.
Rule 1: Analyse your target group using ...
17 May 2015 · by Stefan Savva
Each new computing cycle brings predictable patterns of behaviour. As such, one of the interesting things about the shift to mobile devices is that while publishers are certainly struggling with the number of “unknowns” our businesses are forced to deal with, you get a clearer view of some of the factors playing out in 2015 by looking at the past.
During the last 60 years of computing, in each platform shift — from the mainframe to the personal computer to desktop Internet and now into mobile — definite similarities have emerged. Each new platform was initially seen as inferior to the one preceding it until, over time, the emerging platform become more robust and replaced its predecessor.
It is classic disruption. New platforms are not just significantly better; they are far cheaper and vastly more accessible. They have an addressable base that has increased, more or less, by a factor of 10.
The quality issue is playing out again. For example, while we are reasonably comfortable with smartphones and tablets (up to a point), most people have a hard time imagining how ......[more]
03 May 2015 · by Chuck Blevins
I’ve never been one to be overly concerned with Facebook’s power in (and over) the media space on mobile. Mostly this is because I see the proliferation of smaller apps and other social tools as an aggregated counterbalance to Facebook (also, AOL and MySpace).
But after reviewing some statistics over the past year, I’m re-evaluating my views on the hype/reality of Facebooks’ impact – at least in the mid-term. Consider these points:
- Smartphone penetration in the United States will grow from 65% to more than 80% by the end of 2015 (comScore).
- Smartphone users spend more than 2.3 hours per day on their devices, up 575% from 2010 (Flurry).
- 80% of user time on the device is within native apps. People spend only 20% of the time in a browser (Flurry).
- 42% of time spent in native apps occurs in ...
26 April 2015 · by Mark Challinor
When I present (which I have been doing at many media companies and conferences over the past few years), I always find myself focusing on the power of creativity.
As a “mobile evangelist,” I have come to realise the importance of using a creative approach to increasing the impact of your efforts in a world where “average” is awful.
Today, with rich media, HTML5, touch screens, and the Internet of Things, expectations are sky high from your readers and advertisers in mobile, where an increasingly creative world is being formed.
The question, therefore, is, are you changing your approach enough to match those expectations? In essence, does your approach reflect the environment around you?
General psycho-analytical research over many years has shown that traits and behaviours are actually extremely flexible, meaning you are able to develop, enhance, and improve on them to better serve your readers and advertisers. We just need to have the right attitude and belief in ourselves.
Here are five – perhaps stupid – errors we sometimes make by taking a fixed, “static mindset” approach, and some ......[more]
19 April 2015 · by Lorna White
Uber, a rideshare company, has had tremendous growth and is now one of the world’s most valuable tech firms. It is a super useful simplification of a service that was previously clunky and challenging for users.
It is difficult to find anyone that doesn’t have the Uber app on their phone, and with Uber providing cheaper rides for the masses in clean and comfortable cars, with immediate feedback, it’s not hard to see why.
All of this from a mobile-first company.
With investment from giants such as Google, the company is set ......[more]
14 April 2015 · by Padraic Woods
The wearables space is quite broad and includes everything from fitness trackers, smartwatches, Augmented Reality glasses and smart jewelery to smart clothes and even implants.
It is all about the connected self and the use of this new technology to do things like monitor your health, play games, improve your physical fitness, save you time, or help you become more organised.
The industry is still lacking a killer feature, platform, or device that can rejuvenate this market. Everyone is looking to the soon-to-be-released Apple Watch to do for wearables what it did for the mobile industry.
Below are some examples of how wearables are being used today.
Wearables and media
Wearables can be used for both content creation and content consumption. Pictures and video can be taken using Google Glass, data is gathered from fitness and health trackers, and news is consumed through notifications and watch apps.
Very few media companies have developed apps for smartwatches, but the soon-to-be-released Apple watch is bound to change this with the Guardian, CNN, and The New York Times having announced ......[more]
06 April 2015 · by Stefan Savva
Remember the weekend newspapers that would arrive with a heavy “flump” on doormats up and down the country? They were always bursting with more sections and great articles than anyone – well, any employed person, anyway – had time to read.
It was all about “bundling” – delivering a printed general news section with a multitude of other more profitable sections – and it was a good strategy for publishers. Then the Internet came along and changed that business model forever.
With the migration from printed media to other digital channels, news publishers learned a hard lesson about the unbundling power of the Internet.
Readers now had a personalised menu of choices. They could be served news content from one online destination, sports from another, and entertainment from yet another. They could create ......[more]
05 April 2015 · by Dirk Barmscheidt
The fourth quarter of 2014 was the first with lower tablet sales since the market debut of the Apple iPad in Q2 2010, with 12% fewer sales and 67 million devices worldwide.
In comparison to the booming smartphone and especially booming phablet market, it was a disaster. Apple tried to work against this downsize with a large advertising campaign, but it couldn’t solve the problem.
The iPad and tablet are, in general, at-home devices. And they are not as good as a smartphone for communication like chatting because of the missing GSM module WhatsApp, which is not running on iPads and only on some smaller Android tablets.
What does this means for media companies and publishers? Did you waste your money and invested in the wrong applications? And should you stop any development of tablet apps at all?
Absolutely not! You did everything right and you have to do more of the same in future!
Why? Here are ......[more]
31 March 2015 · by David Murphy
Okay, so I admit the last bit of the headline might be seen by some as a cop-out. But to make things clear, I’m not a futurologist, whatever one of those is. I have no crystal ball to help me see how the future will pan out.
I do have 20 years observing the digital marketing scene under my belt – since digital marketing started, really – and the fortunate benefit of having interviewed many people much more insightful and knowledgeable about this stuff than myself.
The headline, as far as I can see, is where we are headed.
Let’s be clear: There will always be a place for brands with the budget to spend big on big brand awareness advertising – television spots, billboards around the side of football pitches, all that sort of stuff.
So when you’re next looking for a camera ......[more]