For the past few years, the industry has been working through a regular cycle of taglines and keywords, and I predict that the industry will now turn to embrace user engagement – increasingly giving users what they want, the way they want it, in order to convert readers to paying customers. Because, today, people are in control of what they read, and when and how they read it. But traditional paywalls and subscription-only models are not equipped for this, instead the media industry must embrace a new mindset to confront fundamental changes in content consumption today.
- Now more than ever, the publishing industry finds itself on a quest for more effective ways to make money.
- The industry needs new ways to engage audiences, and publishers need to put readers at the center of their business models.
- The paradigm shift from ‘push’ to ‘pull’ flipped control of the narrative – the user is now in control, while the platforms are just a vehicle for content consumption.
- What publishers now have to ask themselves is: “How do you sell content to an audience that controls the narrative?”
- The answer is to offer audiences the experience they desire, on their terms.
- Publishers must offer unique content that entices users – without appealing content, publishers will have a difficult time getting anyone to their site.
- Publishers themselves must then actively engage those users as much as possible.
- Any model that isn’t centered on giving users what they want, when they want it, will become obsolete in this new era of user engagement.