Brian Steffens, Director of CommunicationsMost games are purchased, not free. … “Free games are laden with incentives to purchase (to get more features).” … Games drive a compulsion to spend/buy. … You need very low friction to grab payments.
Powerful brands are needed to drive traffic to great content experiences. … Consumers will get what they want, when they want it, how or on what device they want it on. … You can provide that, or someone else will. … If your audience wants annual or monthly subscriptions, and-or single story purchases, you need to provide what they want, how they want it. … It’s quite possible that the writer’s “brand” will become as important as the publication’s brand, it’s already happening. It’s a shift already in motion that can’t be stopped.
A major magazine touted one edition as “800 pages of fashion.” Yet 700 of those pages were ads. (In much of the print world ads are considered valuable content by the audience, whereas ads are usually seen as an unwelcome intrusion or interruption on TV, Internet and radio.) … Do magazines or newspapers become retailers? Or do retailers become publishers, bypassing traditional media channels? (Watch Best Buy and others as they begin to create and provide their own editorial content.)
Will Flipboard (and similar services) become the new newsstand, replacing Zinio, Newsstand, and physical newsstands and racks? … While the iPad is the new time and form factor, RSS feeds are not the answer. … Look at the newsroom more as a platform than an app builder. … Focus on design and the user experience. … Today’s publications need to have a strong editorial voice (a differentiator from other media).
Embrace the future. Mainstream content is migrating online. Consumers now freely publish their own work and stories. Television and the Internet will merge. Broadband will reach critical mass. … The current customer experience (in all media channels) is not a good one. Those who solve that, make the customer experience a good or great experience, will win the day. … Customers are fans of your brand. Ignore the will of your fans or someone else will step up. … Enable, empower your fans.
A successful enterprise needs to connect it’s values and goals with it’s customers. … What the customer(s) value is what your publication/broadcast/website needs to deliver.
Brian Steffens is the director of communications at the Reynolds Journalism Institute. Read his other blog posts here, and talk back at steffensb@rjionline.org and @BrianSteffens on Twitter.
Comments
Add Your Comment