Free­dom from fric­tion

The Insider - - AUDIENCE -

Fric­tion in pub­lish­ing comes in many forms, in­clud­ing poor web­site ex­pe­ri­ence (e.g. slow load times, bad lay­out, awk­ward nav­i­ga­tion, etc.), in­tru­sive ad­ver­tis­ing, too much com­modi­tized con­tent and pay­walls.

News pub­lish­ers have yet to elim­i­nate all of these fric­tion points, which is why so many of them are strug­gling to grow and mon­e­tize their dig­i­tal au­di­ences.

If pub­lish­ers treated their web­sites and ad­ver­tis­ing as they do their ed­i­to­rial con­tent, the in­dus­try would not be in this predica­ment. By ig­nor­ing the ba­sic law of economics (sup­ply and de­mand), ad­ver­tis­ing has be­come com­modi­tized due to an over-sup­ply of plat­forms and ad space. No won­der CPMs are so low.

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