The frantic era of publishers jumping on every trend — subscriptions, newsletters, paywalls — is fading. Now, they’re honing in on more thoughtful strategies, aiming to align their content with the smartest way to cash in.
How quickly this transition will happen is anyone’s guess. After all, breaking lifelong habits is no easy feat, especially in the dire straits publishers currently find themselves in. Yet, if the insights from the Digiday Publishing Summit in Barcelona are any indication, change is on the horizon.
“We don’t sell ad space anymore in so much as it’s not about those buttons and MPUs anymore — that’s boring,” said Mail Metro Media’s managing director of digital, Hannah Buitekant. “It’s about deep, immersive relationships with our audiences across all of the channels.”
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