Turning Warm Into Paying Customers
Posted: Thu Jan 30, 2025 6:51 am
For press publishers, it is the end of the platform era. Or at least, the end of an era of “blind collaboration” with digital platforms whose products, based on advertising revenue and seemingly limitless audience growth, have not generated the returns on investment hoped for.
This is the conclusion of the report published a few days ago: " Platforms and publishers: the end of an era " from the School of Journalism at Columbia University - one conclusion among others drawn from interviews with professionals from 27 media organizations (traditional media and "pure players"), 6 platforms and 1 foundation.
The report, part of a multi-year study by Columbia's Tow gambling data france Center for Digital Journalism, tracks the evolving relationship between the two entities, long locked in a power struggle.
Publishers are no longer fooled — the optimism encouraged by platforms enabling large-scale publishing, with significant advertising revenue spinoffs, has all but disappeared . It is now a matter of focusing on their historical audience by attracting them to a rich and diversified offer that would no longer be dictated by the demands of the platforms.
Publishers aren’t stopping their collaboration with platforms — but they’re developing strategies with their own goals in mind first. Social platforms are just one way to achieve that.
This is the conclusion of the report published a few days ago: " Platforms and publishers: the end of an era " from the School of Journalism at Columbia University - one conclusion among others drawn from interviews with professionals from 27 media organizations (traditional media and "pure players"), 6 platforms and 1 foundation.
The report, part of a multi-year study by Columbia's Tow gambling data france Center for Digital Journalism, tracks the evolving relationship between the two entities, long locked in a power struggle.
Publishers are no longer fooled — the optimism encouraged by platforms enabling large-scale publishing, with significant advertising revenue spinoffs, has all but disappeared . It is now a matter of focusing on their historical audience by attracting them to a rich and diversified offer that would no longer be dictated by the demands of the platforms.
Publishers aren’t stopping their collaboration with platforms — but they’re developing strategies with their own goals in mind first. Social platforms are just one way to achieve that.