RE­PORT : DIG­I­TAL PUB­LISH­ING TRENDS 2017

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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

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