The pervading digital media has long eclipsed publishers and TV channels. Nevertheless, several major traditional media companies have been playing catch-up on their digital channels to piggyback on the trend.
Since digital news outlets can no longer assume readers come to them, they need a strong social distribution strategy to reach where readers are. Washington Post has been experimenting with digital newsfeed channels from Facebook’s Notify to Apple News, through which generated greater social traffic. In addition, the Post balances its demand for viral hits with hard news coverage on Facebook and Twitter, allowing it to generate a much greater follower interaction than Times for each post.
Mobile has also been a major part of the story. Washington Post strives to reach new audience through launching its Rainbow suite of apps on various channels including Amazon Kindle. The Rainbow took a radically different approach by deploying a glossy, magazine-like format with only one story displayed on the screen at a time. With its cleaner display format, as well as its enticing visual graphics, this platform has successfully beguiled 5000 new followers in mere three days. Conde Nast also rebuilt its digital backbone to capitalize on the explosion in mobile and native advertising. Its titles like GQ have featured infinite scroll and feed-based navigation to drive more traffic so that more native ads on the site will be visible to the audience
Publishers have also embraced virtual reality to prompt readers’ interaction. New York Times released a VR film earlier this month – The Displaced, which chronicled the tribulations of Syrian refugees. The publishers even delivered more than a million pre-assembled Google Cardboard sets to home delivery subscribers, which helps to make its VR app the “most successful NYT app launch ever”. The Economist is also working on a VR project to make a virtual experience out of its Big Mac Index.
Related Links:
- http://digiday.com/publishers/conde-nast-uk-repositions-capitalize-mobile-native-ad-growth/
No comments:
Post a Comment