Today, publishers find themselves in the center of a swirling, increasingly complicated digital vortex. New technology and social media channels continue to grow. Consumers are increasingly switching from traditional print media to digital media. As a result, publishers are facing new challenges as advertisers move from newspapers to online channels and into new formats. Print advertising revenue is now just 45% of what it was in 2006. However, leading advertisers still believe premium content publishers are superior at achieving their branding objectives over all other media. In order to capture the advertising spend of leading advertisers, publishers must develop innovative advertising strategies. Increasingly, publishers are also developing new revenue streams, such as events, digital services, sponsorship, and online recruitment advertising, in order to offset losses from print advertising declines.
In 2014, publishers will experience these 3 digital trends:
- Mobile moves to the center of the multiplatform landscape
- Native Advertising is here to stay
- Always on means always social