World Association of Newspapers and News Publishers

Off-platform provides opportunities and challenges

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Off-platform provides opportunities and challenges

On the topic of digital priorities, Ms Hay told the conference that publishers would need to consider and determine their key priorities when distributing content, after news consumption is moving off-platform.


Consumption of news content is happening on an increasing number of platforms, she said, while importance of print is decreasing significantly. For example, Guardian saw referral traffic from Facebook to news sites has increased 42 per cent year over year, she said, over 63 and 62 per cent of users get news via Facebook and Twitter respectively.

To follow the trend, said Ms Hay, news content needs to be available to readers when they are and to “follow the reader,” especially when digital is the main source of revenue nowadays. “We have to really focus online, in the world that is primarily mobile,” while publishers need to make sure the “content is distributed to the audience you want to reach,” she said.

She said off-platform products such as Facebook and Google Accelerate Mobile Pages help increase reach, however, publishers would need to balance the risks and benefits of each opportunity.

Editorial control, for instance, is one of the challenges Guardian encountered, she said, it is sometimes complicated to have an off-platform that would feed into their content while it could still deliver a “Guardian experience.”

Loyalty can also be a problem, she indicated, as readers will become less reliable on the publisher itself, but the off-platform product, let alone the operational complexity of publishing and monetise content across multiple platforms. Say, Google AMP openness is attractive, but comes with many restrictions, she commented.

But hunting for more off-platform opportunities are the next big thing Guardian is looking at, Ms Hay added, as the off-platform consumption is vastly diversifying.


Féliks Cheang


2015-11-19 06:55

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