Publishing Executive | June 30, 2020 - Publishers have been operating in a challenging landscape. Media consumption has never been higher, but advertisers have frozen their media budgets - and publishers are feeling the strain on their monetization efforts.
A few tips for navigating a publishing world consumed by COVID-19 from Nativo SVP of Publisher Development Jason Kalin, as featured in Publishing Executive.
Times of uncertainty are not when you should let your content speak for itself. As brands begin considering their next steps, publishers need to remind advertisers of the value in aligning their brand with reputable, high-quality publications.
Success with freemium models comes from nuance. Publishers should establish tiers, make sure they’re capturing meaningful insights and adjust their value proposition for advertisers when considering employing freemium models.
Publishers face a catch-22 with monetization: they generate revenue from people viewing ads, but those same ads often lead to high rates of abandonment, missed clicks and false advertising. Publishers should seek out partners that provide them with the best of both worlds by creating superior user experiences with organic formats and accelerated ad delivery.
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Nativo worked with a leading beauty retailer to create educational content, amplifying LGBTQ+ voices and beauty brands