Staring across the print/digital divide separating digital natives, digital immigrants, and print natives can be a complicated calculus for news publishers. Yet understanding the needs and degrees of permanence among each audience segment allows publishers to build clearer revenue models.
O Globo’s mobile audience has increased more than 150% year-over-year. Its VaiRio traffic app, launched almost a year ago with a sponsor from day one, offers a relevant, smartphone-specific service to readers.
Recent audience research by De Pergroep in Belgium points out the still-wide knowledge gap that separates younger and older consumers when it comes to the various multi-media news channels. News brands need to step up their efforts to educate readers about different platforms to overcome four noted misconceptions.
Postmedia, Canada’s largest newspaper publisher, moved to a platform-agnostic approach to selling advertising after it realised the sharpest arrow in its quiver was the breadth and depth of its audience.
The time for lamenting how digital disruption stopped the flow of river-of-gold revenue streams is over. Now news publishers must embrace innovation, such as audience migration to mobile, for the opportunities it brings.