THINK AND ACT LIKE A START UP
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.