New Forms of Publishing, New Forms of Advertising
While the print industry appears to face death by a thousand paper cuts, online publishing has become increasingly ingrained in the lives of readers around the world. This shift has caused these markets to evolve differently, creating opportunity for new ways of managing and identifying content to evolve, too. Since advertisers pour half of their digital spends into Google and Facebook, pressure intensifies on publishers to find creative ways to diversify their revenue streams.
“Now more than ever, publishers need their best, most creative minds to stay competitive in an infinitely oversaturated market.”
The effects are felt throughout the industry. Newsrooms, budgets, print runs, and page counts have diminished dramatically. Some publications, like the UK newspaper The Independent, have moved entirely online. To top it off, the downsizing required to stay in the black comes at the most inopportune time. Now more than ever, publishers need their best, most creative minds to stay competitive in an infinitely oversaturated market. Challenges in the media have intensified because in the days of print, getting published and distributed required large amounts of resources. This led to an elite set of voices that could be heard by the masses. In the digital age, however, anyone with access to the internet has the opportunity to have their voice heard. Today that cacophony of the masses leaves audiences both fickle and hungry for compelling content.
In a world of thought pieces, influencers and opinions, traditionally-trained journalists face more pressures on their ability to maintain impartiality and integrity. Any publication aiming for editorial independence usually takes the first step through effective labelling of content. This distinguishes between many common types of articles—news stories, articles with monetized links (usually through affiliate marketing), and advertorials. Creating divisions and publicly displaying them on all articles prevents confusion for on-site readers; these steps clearly define the boundaries between paid-for content and editorial product recommendations.