Audience Engagement Digital Publishing
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The must-read publishing stories you may have missed this week

65% of publishers see Snapchat as a ‘significant’ revenue driver, a blank newspaper wins the Publishing Grand Prix at Cannes, and more

Snapchat emerges as an unexpected driver of publisher revenue

Yes, you read that correctly! Snapchat, the app which first became famous for sending disappearing photos, has emerged as the top social network for driving publisher revenues. A survey of publishing executives revealed that 65% of publishers consider Snapchat to be a significant money-maker.

What’s also interesting about this survey is how far behind more well-known platforms like Facebook and YouTube are lagging, with 49% and 54% respectively. This may be because there’s less competition in Snapchat’s ‘Discover’ section, which houses interactive articles from publishers.

Following a rocky few years, Snapchat seems to have found its feet again, with app installs doubling in May to 41.5 million following the release of gender swap and baby filters. For those looking to seriously invest in reaching a younger audience, Snapchat seems to be the place to be, for now.

@WNIP

What’s new this week

Snapchat is a significant revenue driver for 65% of publishers, study finds

67% of publishers consider Google (AMP) to be significant in driving revenue for their companies, according to a recent survey. Surprisingly, it’s followed closely by Snapchat with 65% of the vote. Over half of the respondents in the study said they earned a profit by posting content to Snapchat.

Finding the Rosetta Stone for publisher-platform communications
If news publishers were in rude health, the dialogue around Google and Facebook’s digital advertising success would be far less toxic.
“It took us about 5 seconds”: A blank newspaper wins the Publishing Grand Prix at Cannes
Lebanon’s oldest newspaper An-Nahar went out to newsstands completely blank on October 11, 2018, to protest against what it called a “catastrophic situation”.
Publishers, this is the real reason why newspapers are losing to Facebook
The majority of Facebook’s ad revenue growth comes from SMBs. But newspapers just aren’t set up to serve small businesses any more.
How a Scandinavian legacy publisher innovates for the future
Schibsted Media Group has created a department called Next Media which serves as an internal incubator—a “future hub” to find new business models.
Monetising audio, building direct relationships, and emerging tech: Insights from GEN Summit 2019
At GEN Summit, 3 main conversations emerged: determining how to monetise audio efforts, the importance of building direct relationships with readers, and looking ahead to emerging tech.
How publishers are turning brand extensions into a full-fledged revenue source
Several publishers have created a sustained revenue stream by entering into licensing relationships with manufacturers and retailers, and extending their brands across a variety of products.

“Privacy-invasive ad click attribution to become a thing of the past”: What happens to publishers’ ad revenues?

It seems like tracking user behaviour for serving ads is going to become increasingly difficult in the coming years. Browser makers like Apple, Google, Microsoft Edge have been introducing new anti-tracking features. The question now is, how is all this going to affect publishers’ ad revenues?

How much of Google’s search traffic is left for anyone but themselves?
The data tells us that 6.01% of all searches (~12% of all clicks) end in a click from Google… right back to another Google-owned property.
69% of publishers employ some form of paywall: A closer look at innovative subscription strategies
Regardless of which model of subscription or membership each outlet has deployed, they each have similar challenges when it comes to the acquisition and retention of users.
Q&A: Sovrn //Commerce, cutting edge publisher commerce solutions
//Commerce has been built to give publishers a streamlined way to earn more revenue directly from the content they create.
The future of content is sponsored – but maybe not in the ways you think
Myriad new revenue streams have emerged to help publishers sustain their businesses. Among them we find banner ads, e-commerce, and sponsored content.
Where do people find news on their smartphones?
A little under half of the people in the United Kingdom and Finland said they first referred to news websites or apps when using a smartphone for news.
Innovations in service journalism, to increase accountability
To serve communities through journalism, media organisations should supply specific communities with information of high, even essential value, to live their lives.

Download WNIP’s comprehensive new report—50 Ways to Make Media Pay—an essential read for publishers looking at the multiple revenue opportunities available, whether it’s to reach new audiences or double down on existing super-users. The report is free and can be downloaded here.

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