Media Company Strategy How Legacy Format Audiences Can Fund Digital Transition
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The 20,000 Foot View: Media’s well documented struggles of balancing the decline of ad revenue with building digital subscriber bases has resulted in surprising strategic actions by some of its largest entities. As the tech majors take more digital ad revenue form across the digital sphere, publishing, music and online video companies are quietly super-serving legacy products to consumers and stretching the existing high-margins in these areas, as a revenue hedge during this transitional period in digital monetisation.
Key Findings
- Many large publishers have now established strong businesses but their legacy formats to die
- Between digital revenues for the largest global ad platforms (Facebook, Google, Baidu Twitter) increased by
- The New Times’s subscriber revenue was up in 2017 compared to advertising which was up by just
- Adblocking is major threat to publishers’ digital models with of consumers aware adblocking and ready to block at any opportunity
- Legacy format can generate invaluable revenue and as digital transitions continue
- The music has tapped the legacy format with vinyl: of Vinyl sales 2016 were within the high-spending demographic Rock genre
Companies and brands Mentioned: Amazon, Apple, Bertelsmann, BuzzFeed, The Economist, Facebook, Google, Harper Collins, Instagram The New York Times, Penguin Random House, Vice, Washington Post, WP