New INMA report explores economic promise of podcasts for news companies
18 February 2021
DALLAS (22 October 2020) — How pioneer publishers are launching content-to-commerce initiatives to create new sources of revenue growth is the focus of a new report launched today by the International News Media Association (INMA).
The report is free to INMA members and may be purchased by non-members. Click here to access the report.
“Content-to-Commerce Brings Revenue in Post-Advertising World” focuses on the case studies of five diverse news media companies from differing areas in the world:
Non-media companies and magazines were early adapters of content-to-commerce, but news media companies fall perfectly within the skill set required: they have strong content and audiences that trust them.
“Content-to-Commerce Brings Revenue in Post-Advertising World” is an early look at how traditional news publishers are creating their content-to-commerce strategies, focusing on three basic models:
Keys to making this work are data, trust, and the ability to meet a need.
Author Dawn McMullan, senior editor at INMA, pulls from INMA Webinars, study tours, and conferences while adding in new initiatives from around the world.
“Content-to-commerce is one of the rising subjects of interest in news media as data, technology, and growing sophistication in understanding reader needs and motivations sweep the news industry,” said Earl J. Wilkinson, executive director and CEO of INMA. “As publishers aim for closer and more trusted relationships directly with readers, they are in a unique position to capitalise. Content-to-commerce is a fantastic opportunity.”
The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue in a multi-platform environment. The INMA community consists of more than 15,000 members at 850 media companies in 73 countries. Celebrating its 90th anniversary, INMA is the news media industry’s foremost ideas-sharing network with members connected via conferences, reports, Webinars, virtual meetings, and an unparalleled archive of best practices.