Publishers explore diversified revenue strategies in changing media landscape

Faced with an increasingly complex and competitive marketplace, publishers are having to hone their strategies in revenue diversification. No longer can you say that publishers are “ad-focused” or “subscriptions-based” – many are both.

The clearer direction came into focus during discussions at the Digiday Publishing Summit held in Barcelona at the end of October.

Hannah Buitekant, the Managing Director of Digital at Mail Metro Media, articulated a shift in strategy. “We don’t sell ad space any more; it’s about developing immersive relationships with our audiences across multiple channels,” she explained. This reflects a broader trend away from dependence on singular revenue streams such as traditional advertising, as publishers seek to build a ‘cash buffet’ where advertising revenues are just one of the many offerings.

E-commerce presents a particular opportunity for exploration beyond traditional affiliate models that have focused narrowly on the financial-decision-making stages. Buitekant suggested a broader approach, involving engagement with the audience throughout the purchase process to increase influence and potentially command higher commissions for traffic generated.

This new approach also extends to managing intellectual property (IP), where publishers like The New York Times and Condé Nast, and others, see opportunities. The Independent, for example, is venturing into partnerships with production studios to capitalise on its strongest IP assets. CEO Christian Broughton highlighted this pivot at the summit, reflecting on missed opportunities in the past with cultural phenomena like “Bridget Jones’s Diary”.

Despite these shifts, advertising remains crucial. The BBC Studios’ incorporation of Free Ad-Supported TV (FAST) reflects this ongoing reliance, propelled by ambitious growth that underscores a need to control ad sales mechanisms. Kasia Jablonska, Director of Digital and On Demand for EMEA at BBC Studios, described efforts to gain better insights and manage the monetisation of FAST content effectively.

Meanwhile, DPG Media has been proactive in developing its platform to lessen reliance on external tools like Google. Recognising the necessity for scale, the Belgian publisher has expanded its presence in its home market, the Netherlands and Denmark through acquisitions. These efforts have culminated in the launch of their own ad management platform, which invites advertisers to choose their tech tools while offering a proprietary option.

These industry shifts signify a broader realignment within the publishing world, as companies move towards more controlled and diversified revenue strategies. As publishers continue to innovate, they are better positioned to harness opportunities in a rapidly evolving digital market landscape. The discussions at the Digiday Publishing Summit suggest that these strategic changes are being actively considered and implemented across the sector.

Source: Noah Wire Services