REPORT : DIGITAL PUBLISHING TRENDS 2017
In a bid to identify where media companies will be focusing their attention this year, Pagesuite recently released its 2017 Digital Publishing report. The report analyzes data collected from 100 newspaper executives in order to explore challenges and trends impacting their digital audiences.
The growth of digital publishing, at this point, is essential to the growth of newspapers. Publishers have definitely taken notice.
A majority of publishers agree that the most important thing to them in 2016 was increasing their digital audience.
(See figure 1)
Simultaneously, a large amount of executives — some 48.89% — viewed their attempts at increasing digital audiencea as the most difficult challenge they faced in 2016. Increasing Digital Ad Revenue was the second highest at 45.56%.
(See figure 2)
The drive to grow in the online sphere hasn’t faltered, but it hasn’t exactly gone as predicted either. The popularity of readers accessing news on social media had many predicting that it would be the future of quickly digestible news. But the field is complicated due to the rise of fake news distributed through these avenues. Facebook Instant Articles and services like Apple News, have shifted away from becoming a publisher’s priority.
“We looked at how many publishers are embracing these channels and taking advantage by displaying their content on these new social media platforms,” the report stated. “However, it is surprising to see the majority (67.82%) are not using any of the new rapidly growing platforms. Facebook Instant Articles seems to be the most adopted and effective.”
(See figure 3 and 4)
Even though these platforms are rapidly rising in popularity and use, they still seem to be underused by newspaper companies. However, The New York Times and The Washington Post have started to utilize Snapchat, something that these executives felt to be of little importance. WaPo’s new app Lily is also attempting to take advantage of the more mobile friendly social media aspects that can be used to deliver news.
One trend however that does not seem to waiver is the need and importance of live video content. Over 62.35%, viewed video content as one of the most important investments they will make in 2017 for increasing digital reader- ship and ad content.
(See figure 5)
The full report can be found on www.pagesuite.com