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Saturday, July 7, 2007

 

Media brand equity lies in audience or experience?

With increasing content distribution and syndication, Media companies will have to decide where their priorities are – in pushing audience to their site by protecting content or pulling them by ensuring a better reading experience and environment.

Both approaches have pros, cons and opportunities linked with them.

Locking content behind registration

The good part of such approach is a surety of captive and loyal audience which visits the sites regularly in search of news and information.

However, incase they are not able to provide “exclusive” information; they might lose the audience to other sites which are distributing same information for free. With content syndication, portals are providing information from various big media groups, hence reducing the need for an individual to go the media site.

Distributed content
This content finds its way to right audience through different means – through portal, RSS feed on the site, other partner network sites.

Drawback is in terms of hit in Ad sales. Since the same content is available on partner sites, it would be difficult to convince advertisers to pay a premium CPM for the site ad units.

However, this can be converted to an advantage by providing an excellent reading environment and experience on the media site. In this ways, content distribution would act as “content promotion” and “pull” audience to visit the media site for a better reading experience.

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