Understanding consumer choices can help publishers be direct-to-consumer brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 28, 2019, 5:35 PM UTC

Publishers need to look for more direct revenue from their consumers than just trying to add subscribers.

This piece argues that publishers should renovate their business model and fashion themselves into direct-to-consumer brands. Publishers should focus on building their brand first and not rely on quality content and paywalls to build a long-term business model.

The author contends that publishers need to start with identifying their readers, their content choices, how they engage with their content and their preferred medium of content. To be a DTC brand, publishers will need to put more creative emphasis on their work, including personalised homepages, targeted videos and enhanced content among others.

Once achieved, publishers should promote their brand across multiple channels and create an engaging experience. Creating and promoting products relevant to the article can help publishers build a loyal base.

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[4 minute read]