Advertising in the 21st century has the tools and the motivation to move into addressable television, allowing advertisers to target specific consumers and demographics while they watch TV programming. This ensures that the adverts are being received by the right consumer base and provides advertising in a more flexible and attainable way for smaller brands than ever before.
In such a technologically advanced world it is tough for publishers to maintain a distinct voice and loyal readership as the content options for consumers grow. When digital platform partnerships failed to provide sufficient monetary incentives for publishers, these bonds were broken in order to reconnect with and ultimately increase their readership.
Publishers are realising that to remain successful and relevant they need to derive revenue from other ventures separate from purely ad-based profit models. This idea leads back to the emergence of more subscription payment which also creates a loyal foundation of readers who are willing to purchase content through a subscription model.
The advertising landscape is continuing to shift with more money being spent on mobile and digital platforms and publishing moves back towards more traditional models to rebuild a strong and loyal readership.
With our vast and varied experience in Advertising, Media and Publishing, the fdu team excels in helping businesses adapt and change as their business landscapes develop and evolve.