THINK AND ACT LIKE A START UP

The Insider - - PAID CONTENT -

Well-known speaker, philoso­pher, au­thor and founder of Omega Vec­tor (an or­ga­ni­za­tion that teaches the art of Self­Knowl­edge), Ge­orge Ad­dair, once said, “Ev­ery­thing you’ve ever wanted is on the other side of fear.”

I think that quote is very ap­pro­pri­ate in the pub­lish­ing world to­day where fear in­fil­trates al­most ev­ery as­pect of the busi­ness – fear of dis­rup­tion, fear of ad block­ers, fear of can­ni­bal­iza­tion, fear of brand ir­rel­e­vancy and, let’s face it, fear of ex­tinc­tion it­self.

Too many are still caught up in the glory days of print when brands ruled the me­dia and read­ers read the news ed­i­tors cu­rated for them. It was a “pub­lisher knows best” do­main that has since been over­thrown by the ME gen­er­a­tion, but too many pub­lish­ers refuse to see the writ­ing on the web.

This my­opic mind­set is re­pelling read­ers and caus­ing rifts in the busi­ness-pub­lisher re­la­tion­ship with me­dia ex­ecs who still in­sist they have the right to dump printed me­dia in front of ho­tel rooms and on jet­ways. Is it hubris? Is it ig­no­rance? I don’t think so. I think it’s just an in­dus­try paral­y­sis prop­a­gated by fear.

If I had a wish for 2016, it would be that pub­lish­ers would start to think and act like a start up, reach for what’s on the other side of fear and em­brace the enor­mity of the pos­si­ble for their read­ers and them­selves.

I know… it’s not easy, but as they say, noth­ing worth hav­ing, ever is.

Ad­ver­tise within the paid con­tent ser­vice it­self to draw the at­ten­tion of new au­di­ences through pri­mary carousel place­ment in the app and glossy or video ads be­tween ar­ti­cles. And don’t for­get to ex­ploit the power of the part­ner­ship with cross-pro­mo­tional ad­ver­tis­ing.

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