channel insights
What does publishing do now? – Building Online Communities
It’s really not the greatest of times to be working with or associated with the printed press. With falling readership, and the subsequent fall in advertising revenues coupled with the emergence of online channels; the question on most people’s minds is what to do next?
The news worsens with a study by the Pew Research Center, showing that the traditional printed newspaper has fallen behind TV broadcasting and online websites as a means by which people receive news.
The findings from the report showed:
- 50% surveyed regularly read either local or national newspapers
- 61% of readers surveyed got their news online
- 57% consult between 2 – 5 websites as part of their newsgathering
- Of the 57% who use social-networking sites, about half receive their news from people they follow
- 6% of all Internet users get news through Twitter posts
- About one-fifth of social-network users follow news organizations or individual journalists
With such a shift in trend it would appear that traditional publishers need to find a way to embrace the change in how people are engaging and consuming news.
One answer is to follow Rupert Murdoch and News Corporation’s example of a pay-wall and begin charging for access to newspaper websites. But there are many that think that the ideal way to see a return from online content is to develop a community online, which will guarantee that visitors will return once pay walls have been introduced by building trust and offering a better, more tailored product.
By offering additional incentives such as:
- jobs boards
- consumer promotions
News publishers can also expected to encourage subscription numbers, in the same way that traditional newspaper had to add things like crosswords and supplements.
With the sites like the BBC already an established source of free online news, offering specialised, niche content is also a way to encourage readers to pay for information online.
By Andrew Horsfall,
Marketing Coordinator
at OTOinsights.
Tags: publishing Discussion
One comment for “What does publishing do now? – Building Online Communities”
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I liked it. So much useful material. I read with great interest.