Would you credit it, it’s like the number 19 bus. You wait ages for a decent revenue model to come your way and then 4 come along at the some time!
On the face of it, publishing is in a state of psychosis. After 40-50 years of a very comfortable run, brimful of confidence, ideas and cash, it’s all gone a little haywire.
There was a time when a publisher and their team could go to work confident that they would produce their information-packed newspaper for an eager audience full of high-price recruitment and branding ads. That was 10 years ago. Since then the internet, the recession, nervous marketing managers and corporates, the internet, customer data, increased competition, social media and the internet has turned that once well coiffed and handsome publisher into a nervous, confused wreck who gets out of bed every day fearing the worst.
However we at The Peloton spy some green shoots of confidence in Publishing Central.This article in The Guardian paints a picture of an industry finally getting to grips with the challenges of the last 10 years…. http://www.guardian.co.uk/media/2011/apr/25/trade-magazines-online-only.
In The Peloton’s dealings with publishers, we see similarly bold and thoughtful people beginning to make their mark with content solutions for their clients. Thus allowing them to pay for their own independent and well crafted content.
Remember, these organisations have the greatest strength of all. They know with their eyes closed how to produce the right information for their audience. Specialist and professional content requires paying for and it is thrilling to see the likes of UBM and Incisive Media charging their readers for it – and charging a lot.
With metered paywalls, ad funded content, subscription content, sponsored video, the future is far from bleak for B2B publishers. In fact, we’d go as far as saying that the goldrush starts here… 3rd May 2011.