Using reader knowledge to build direct relationships and revenue
The publishing sector has seen huge changes over a short period of time. The digital world has changed the way people buy published media in two fundamental ways:
Firstly, the way publications are bought to us has been blown apart by online retailers and, secondly, content is consumed differently through the introduction of online blogs, tablets, mobile and e-readers. This also gives the opportunity for self-publishing and cutting the traditional publisher out of the loop entirely.
If it wasn't before, content is definitely now king! Views and opinions are shared on a daily basis by thousands of individuals. The challenge for the reader is how to cut through all the content and get to what they're really interested in. The challenge for the publisher is to manage this process and deliver relevant content to the reader.
It is generally accepted that one of the ways this can happen is for publishers to build direct relationships with readers. This will in turn have a number of consequences. The publisher can then:
- Develop knowledge as to what readers do and don’t like and want to read next
- Deliver relevant content based on reader preferences - either online, socially or in print
- Sell directly to the reader and build loyalty around authors, genres and sub-genres
- Use reader knowledge when deciding on which authors and content to back and increase author success
- Look at extended propositions around publications and extend what they offer, leading to increased revenue
We have worked in the publishing and media sector for many decades. We have tracked developments and understand the challenge. With our combination of customer insight, printing, physical and digital services, and reader knowledge, we can help publishers engage directly with their audience and build lasting, content-led relationships.