BBC News – Beyond banners? Making content do the talking.By Fiona Graham
These can be difficult times for publishers and content providers in this brave new digital world.
Many are struggling to work out how to make their websites pay their way. Advertising revenues may not cover the bills, and are dependent on the amount of visitors to their site.
Newspapers like the New York Times and The Times are putting up paywalls, with critics quick to point out that so far this has only worked for niche publications like the Wall Street Journal, or the FT.
But is there another way?
Editorialising the adverts
“I think what publishers who are creating their own content are wrestling with is the cost of content versus how to monetise it.”
Grant Whitmore is chief operating officer, digital media, with Hachette Filipacchi. Among the titles the company owns is fashion magazine Elle.
Online arm Elle.com is using a service called Outbrain that places content tailored to individual readers on pages, while pushing articles from Elle out to other websites.
“We’re always trying to figure out what the most efficient and high quality way to drive traffic to our sites is.