In the US, for example, returns on traditional print media have fallen by two-thirds , but at the same time revenue from digital marketing activities has quadrupled . Italian publishing crisis So what’s happening? Everyone goes online. But that’s not enough : replicating a consolidated model, simply changing the format with which to convey news is a failure. Let’s see 2 success stories that reward diversification , taking advantage of the great elasticity that digital allows.
A Success Story Focusing on Communication:
Quartz How can we react to such terrible numbers in American publishing? It would seem impossible: traditional publishing is struggling, the web is becoming a jungle in which too many people share out the meager pie of online advertising revenue, which is certainly scarcer than past investments in print media. Quartz – born at the end of 2012 and already has 5 million unique users on a monthly basis. How is this possible? Thanks to a communication, information management and reader dialogue approach that is nothing short of revolutionary , which bases its foundations on the typical characteristics of online and certainly not of classic journalism.
If you look at Quartz you will immediately notice
A series of surprising elements, such as: a new classification of news, not according to the classic categories but on the basis of “obsessions”, which vary according to current events. In essence, the so-called agenda setting … Quality indonesia email list above all else and certainly not quantity.
Web Design and Technology :
It almost seems like a blog, not a web magazine, with an approach and a division of news outside the box. The site is created mainly for tablets and smartphones, in html5 and responsive, with large images and graphs summarizing the data expressed in the articles. The graphs are created with a tool built internally by Quartz. Dialogue : comments in Quartz become annotations that develop along.
The paragraphs of the article and not at
The bottom of the text; the newsletter becomes a “daily brief” that includes a series of information and links on the topics preferred by readers, thus also ranging between competing newspapers and websites . The quality of information content marketing apakah sama dengan content creator? served promptly to readers is what interests the editorial staff of Quartz.
A nice dilemma for publishers
Between numerous competition and a deep decrease in advertising revenues. Thus, 12 Chinese newspapers made an agreement with cmo email list Alibaba.com, one of the most important Chinese e-commerce sites: through QR Codes present only in those newspapers, users had access to promotional products on Taobao.com with a price lower than the corresponding Chinese one of 1 dollar. Will it be enough?
