Publishers explore online options
The change from established print channels to online publishing is fraught with difficulties according to the publishers of Australia.
Over a hundred publishers keen to build digital revenue listened as speakers from all media segments discussed how to prepare for the future at a seminar organised by Publishers Australia/AMIA.
The difficulties with auditing and developing accountability online as well as the ongoing conundrum of how to monetise digital audiences were among the topics discussed. The technology required to prepare content for digital devices, especially mobile is changing rapidly and presents many options.
The term ‘utility’ emerged time and again as a key factor for online content with smart phones and tablets driving industry advances in user interaction and readership tracking. Digital content now needs creative functionality, with reader interaction a necessary step to make money and retain engagement.
According to speakers, digitally reproduced print mastheads are becoming a consumer driven medium, with the audience as king rather than content. Repackaging content across a variety of platforms and social media is required to reach particular audience segments and diversify revenue.
Third party auditing provides a clear representation of actual readership and click throughs, allowing advertising sales to become more targeted and effective.
Seminar speakers included Audit Bureaux of Australia CEO Paul Dovas, Adobe Systems enterprise sales manager Tony Katsabaris, moGeneration GM Dan Swan, CBS Interactive consumer brands GM Jo Gaines, ACP Magazines digital director Carl Hammerschmidt, ninemsn head of lifestyle and mobile Rebecca Haagsma, Lovatts Publications owner James Lovatt, TigerSpike MD Alex Burke, and Time Out MD Justin Etheridge.
On a different note, it struck your correspondent as somewhat ironic in this era of wide open communications that the organiser of the publishers conference initially insisted on all reports top be run by their PR censor.
