Welcome to another episode of The Toolkits Show, a podcast making sense of the major themes, trends, and developments shaping the business of content.
In this week’s episode:
- Make-or-break year for news publishers: It’s shaping up to be one of the busiest news years on record: The U.S. election is barreling toward us, political contests are being held in myriad other countries, big sporting events are on the way, and globally, tensions continue in the Middle East and Europe. But for news publishers, it’s also a year where their survival is at stake. In response, news publishers are reorganizing teams, rethinking business strategies and trying to shore up audience growth and retention, even as headwinds continue.
- Marketers are reckoning with the paid era. Brand content, meanwhile, is trying to figure out how it can continue to draw audiences meaningfully even as social platforms throttle links and search becomes even more competitive. In the search for audience growth, many marketers are coming to terms with the fact that they will need to pay to reach the right people – just as they have always done.