Digital Publishing
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The Must-Read Publishing Stories You May Have Missed July 12th 2019

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Firefox is building an “ad-free internet,” Google Chrome’s built-in ad blocker rolls out globally, and more

The battle for an ad-free internet begins

Both Google and Firefox have taken firm steps into ad blocking this week, which might be welcome news for users, but not for publishers who rely on display revenue.

Google began rolling out its built-in ad blocker on Tuesday, which will filter ads on sites globally that repeatedly violate industry standards, such as video ads which autoplay with the sound on.

And Mozilla has just shared a first look at how its ‘better web ecosystem’ will work, inviting users to a free trial of the Firefox Ad-free Internet. This will cost users $4.99 a month once the trial ends, but it pushes user privacy as a differentiating feature.

What sets Mozilla’s venture apart is the relationship it is striking up with publishers as part of the launch. It has partnered with Scroll, a news subscription startup that enables web users to pay for an ad-free experience on publisher sites, which will therefore enable more direct funding of publishers. It’s like their own Apple News+, but can we hope for a more favourable revenue split?

One thing’s for certain: the battle for the future of advertising on the internet is gaining momentum.


What’s new this week

Firefox is building an “ad-free internet,” and plans to pay publishers directly

Mozilla proposed a better web ecosystem balance that puts publishers at the center of the online value exchange. They are now sharing a first look at how this initiative will work.

5 global social media trends, and how they impact publishers
Publishers have a complex relationship with social media. The scale and the opportunities afforded to reach new audiences have to be balanced with the fast pace at which the platforms change.
Google Chrome’s built-in ad blocker rolls out globally (and there’s a new one in the works)
Chrome will begin filtering ads on sites globally that repeatedly violate industry standards and continue to show intrusive, annoying ads to people that visit their websites.
Optimizing for loyalty: Loyal readers consume 5x more content, and stay subscribers
Could as much as 20 or 30 percent of your audience really be loyal or is the percentage way smaller than you thought? 
“People are willing to pay for news,” and other top trends for European publishers
With the rapid pace of innovation and change in the world of media showing no signs of letting up, we explore the trends that industry leaders are seeing in the European publishing sector.
How Gen Z consume media: “It’s Snapchat first, second and third”
Gen Z are one of the first generations born to have grown up using social media. Myself being a part of this generation, aged 17, I find it normal to use technology from a very young age. 
2 in 3 consumers don’t trust information from social media, and social ad revenue growth has halved
Advertising revenues among key social and messaging companies has halved over the last year as consumer trust becomes a growing issue. 
How to increase revenue without compromising reader loyalty
There is an opportunity for news publishers to reach news consumers in creative and engaging ways: doing native advertising for mobile-first readers.
78% of journalists fear for the future of the profession
A report has found that journalists fear a widespread erosion of quality journalism, fake news, declining funding and shrinking newsrooms.
Publishers are building revenue models around rewarding users: Will ‘paying’ for attention pay?
Is this the middle ground between paywalls that lock away quality content and the mishmash of trying to broaden reach with free content?

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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