Di­ver­si­fi­ca­tion

The Insider - - PAID CONTENT -

Driven by the need to dif­fer­en­ti­ate them­selves in an over­crowded pub­lish­ing land­scape, a num­ber of me­dia com­pa­nies are rec­og­niz­ing that qual­ity con­tent is not enough to be suc­cess­ful. So they have cho­sen to di­ver­sify by adding new busi­ness lines that not only strengthen ties with their au­di­ences, they are form­ing new and, some­times, lu­cra­tive rev­enue streams for the brand.

Di­ver­si­fi­ca­tion comes in many forms from con­tent repack­ag­ing to events, ex­pe­ri­en­tial, com­mu­nity outreach, gam­ing and ex­ploit­ing un­tapped niche mar­kets.

Con­tent Repack­ag­ing

(e.g. Tan­gi­ble Me­dia, Hearst)

Tan­gi­ble Me­dia in New Zealand is fo­cused on build­ing and mon­e­tiz­ing one-to-one re­la­tion­ships with con­sumers based around some­thing that they are re­ally passionate about. Ev­ery­day Dish is a col­lec­tion of more than 120 recipes ag­gre­gated to­gether into one pub­li­ca­tion from pre­vi­ously pub­lished Dish mag­a­zines. Tan­gi­ble also launched Ev­ery­day Dish TV which of­fers some free video con­tent and ex­clu­sive mem­bers con­tent for the se­ri­ous epi­curean.

Hearst saw an op­por­tu­nity to re­de­fine the lo­cal experience for read­ers by delv­ing into what many other pub­lish­ers prob­a­bly saw as niche prod­ucts of lit­tle use with to­day’s con­nected con­sumer. But such is not the case in Rus­sia, where peo­ple are more lim­ited in terms of mo­bil­ity and ac­cess to in­for­ma­tion.

The Re­gional Net­work Hearst Shkulev Dig­i­tal is a net­work of in­de­pen­dent ur­ban In­ter­net por­tals

cov­er­ing au­to­mo­bile sales, job search and re­cruit­ment, city por­tals and more. Th­ese re­gional por­tals have also proven to pro­vide more ef­fec­tive ad­ver­tis­ing cam­paigns for their au­di­ences and con­tent shar­ing across brands.

Ex­pe­ri­en­tial

(e.g. Fu­ture plc, Mon­o­cle)

Founded in 1985 with one mag­a­zine, Fu­ture plc has over 200 pub­li­ca­tions, apps and web­sites where it has be­come the voice of au­thor­ity on con­sumer tech­nol­ogy, gam­ing, en­ter­tain­ment, mu­sic and pho­tog­ra­phy.

Fu­ture’s di­ver­si­fied port­fo­lio also in­cludes a num­ber of highly-pop­u­lar events such as the Golden Joy­stick Awards, The Pho­tog­ra­phy Show and T3 Gad­get Awards.

In 2007, Mon­o­cle was launched as a mag­a­zine that fo­cused on global af­fairs, busi­ness, cul­ture, and de­sign. To­day, it has grown into a com­plete me­dia brand that also in­cludes a re­tail net­work span­ning mul­ti­ple con­ti­nents, Mon­o­cle Res­tau­rant Awards, Mon­o­cle 24 Ra­dio, an on­line busi­ness and more re­cently a Qual­ity of Life Con­fer­ence.

Branded Agen­cies

( Var­i­ous)

Even be­fore the ad block­ing cri­sis hit the dig­i­tal air­waves, many for­ward-look­ing pub­lish­ers started to in­vest in turn­ing their jour­nal­is­tic and ed­i­to­rial skills into con­tent mar­ket­ing so­lu­tions for their high-pay­ing ad­ver­tis­ers.

Com­mu­nity En­gage­ment

(e.g. The Van­cou­ver Sun, Al­bu­querque Jour­nal)

In 1985, The Van­cou­ver Sun saw an op­por­tu­nity to con­nect with its read­ers thought a char­ity event whose pur­pose was to pro­mote the ben­e­fits of run­ning to im­prove health and fitness. Over 30 years later, The Van­cou­ver Sun Run has be­come Canada’s largest 10K road race, with over 40 thou­sand par­tic­i­pants in 2016, and the third largest timed 10K run in the world.

Al­bu­querque Jour­nal in­tro­duced a sub­scriber-re­ten­tion ini­tia­tive called Jour­nal Re­wards -- a smart­phone-based loy­alty pro­gram that of­fers mem­bers deals from mer­chants across the U.S. state of New Mex­ico. This “sticky” pro­gramme has been a win-win-win for the pub­lisher, its mer­chants and most of all, its mem­bers.

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