Martin Tripp Associates Digital Archives - Page 2 of 5

Holding platforms to account in 2018: Part One

Chris Sutcliffe 10th January 2018

Late last year a taxi drivers’ organisation in Barcelona successfully challenged Uber’s assertion that it is not primarily a transport company. The European Court of Justice ruled in the taxi drivers’ favour, throwing out Uber’s argument that it was first and foremost a digital service, noting that since Uber was central to the operation of the taxi-like service, it was more than simply an intermediary.

The ruling comes at a particularly interesting time for media companies in the UK. As Jason Moyer-Lee, general secretary of the Independent Workers Union of Great Britain, said:

“Today’s judgment made clear, as a matter of law, what everyone already knew as a matter of common sense: Uber provides transportation services, not technology services.”

Part of the problem media companies have with platforms like Google and Facebook is a clash of definitions. It’s well publicised that neither of the Duopoly consider themselves

The most important skill for journalists in 2018

Chris Sutcliffe 3rd January 2018

Scan any job site for journalism roles and you’ll notice the same required skills and qualifications pop up more often than not. NCTJ certified degree or equivalent. Shorthand. Self-starter with a keen news sense.

Those are all useful skills, and in the ever more competitive world of journalism successful applicants will need to tick every single box. The issue is that many of the jobs advertised that way are for generalist news reporter positions, and there’s no position more vulnerable in an age where many publishers are cutting back on editorial staff than the generalist news reporter. It’s still possible to find yourself a niche, particularly if you’re lucky enough to work for a specialist publication, but those positions are becoming rarer, especially for journalists new to the industry.

The reality is that as a result of the erosion of beat journalism in favour of creating mass-appeal general content, often journalists are distinguished less by the topics on which they are an expert and more on the way they can tell stories, whether that’s through creating video, data visualisations, social campaigns or a news game. Establishing yourself as a master of one of those disciplines is a great way to ameliorate the risk of redundancy.

But there’s an even more vital skill for journalists in 2018, one that’s related to the reasons why the generalist journalist is at risk…

The age of ‘audience-first’ publishing needs a fresh set of metrics

Chris Sutcliffe 27th December 2017

At the tail end of 2017 many round-ups and prediction pieces (including my own) confidently asserted that 2018 will be the age of ‘audience-first’ publishing. It sounds an unnecessary description – surely publishing has always put audiences at the heart of their strategies – but it means something very tangible, and something that will hugely impact the media landscape over the next few months.

2018 will see the ‘quality revolution’ for digital advertising

Chris Sutcliffe 19th December 2017

There are any number of predictions for media priorities in 2018 floating around. As with last year’s predictions some will be on point, some will miss the mark, and some will appear laughably naive by the time January 2019 arrives.

Almost certainly, all the predictions will be subject to Amara’s Law – that we overestimate the effect of a technology in the short-term and underestimate it in the long-term. As an example, we saw disappointment with early implementations of A.I. chatbots this year because of early hype around the technology, but the bots have been ubiquitous – and delivering significant revenue – since the middle of this year.

This year has also been the year of the ‘pivot to video’, a term that was used so widely and so often that it became

Can Amazon re-kindle magazine sales?

James Dodd 18th December 2017

GamesTM recently celebrated its anniversary of 15 years in print. This achievement would have completely passed me by, were it not for Amazon’s Kindle Unlimited service, as would the 12 month magazine subscription I signed up for once I’d finished reading my ‘borrowed’ issue.

A fillip for magazine publishers?

It was then that I found myself wondering whether I was looking at one possible answer to the dwindling fortunes of the magazine industry.

As one might expect, Kindle Unlimited offers users access to a large selection of books for a monthly fee – Netflix for bookworms if you will. The number of available titles

Lessons for media businesses from competitive platforms

Chris Sutcliffe 18th December 2017

As early as 2015, media companies had a sneaking suspicion that third-party platforms might not have their best interests at heart. The term that got bandied around to describe Facebook and Google was ‘frenemy’. Not even a handful of years later, the rhetoric is less ambiguous – the platforms are the feudal lords, and publishers are the serfs allowed to till their land.

Choose your platform with care

The pushback against that situation is now underway – through campaigns organised by the industry, through lawsuits designed to level the playing field, through dialogue with the platforms – but the truth is that the power balance is still skewed against publishers.

And it was a situation that the publishers should have (and probably did to some extent) see coming. Journalism trainer Adam Tinworth points out that Facebook had already done exactly the same rug-pull with marketers, but unfortunately, the promises of revenue from the tech giants ultimately proved too alluring for publishers.

Regardless of how the attempts to redress the issues with Google and Facebook go, hopefully media companies have finally learned that every other entity in the media landscape, at every step of the value chain, is a competitor. And if not, lessons can be learned from the following examples of the rug being pulled out from players in the media industry…

Video-on-demand: ITV must win the UX campaign

Chris Sutcliffe 4th December 2017

ITV, one of the UK’s most prominent terrestrial television channels, is looking to translate its expertise in making programmes for the box in the corner to more modern screens. Following its hiring of Huffington Post UK’s editor-in-chief Stephen Hull as the new digital chief in March, ITV has announced the launch of three new digital-only news shows, presumably with the intention of broadening the reach of its international news brand as its non-National Advertising Revenue (NAR) shows healthy growth.

The three shows – ‘Now What?’, ‘Ask A Woman’, and ‘Young, British and Muslim’ – use existing talent from ITV’s news section, which, combined with Hull’s track record at Huffington Post UK and metro.co.uk, and ITV’s traditionally high production values, should serve to allay fears that this is ITV doing digital video for the sake of it. Instead, in an interview with The Drum, Hull noted that the shows have the mandate to “show that digital media and publishing can be grown-up, articulate and thoughtful”.

The quality of the programming is all but guaranteed to be extremely high, then – though ITV’s decision to focus on building a product before it sells sponsorship might raise some eyebrows, even if, as Hull notes: “There are loads of carcasses on the digital publishing motorway of businesses who tried to sell something before they built it.”

Presumably ITV believes the shows will add to its digital proposition, which currently includes the ITV Hub and its premium subscription option, which removes the ads for those who choose to pay it. But

The Time Inc sale threatens the primacy of brands

Chris Sutcliffe 1st December 2017

The dust won’t truly settle on the news that Time Inc. has been sold to Meredith Corp. for $1.85 billion in cash for some time yet, at least until we know what the owner of allrecipes and other lifestyle brands intends to do with Time Inc’s brands. The facts, as we know them, are that the deal will combine two radically different portfolios into a media giant capable of reaching, according to Meredith, a readership of 135 million with a paid circulation of nearly 60 million, as the culmination of a long-held desire from Meredith that saw failed bids earlier this year and in 2013.

In the meantime, there are plenty of unanswered questions about the acquisition, from what Meredith plans to leverage its expanded portfolio of brands to do to what it says about the state of the magazine industry.

For instance, can the Koch Brothers, who backed the deal to the tune of $650 million, really refrain from influencing the editorial and commercial direction of the new look Meredith Corp? The pair are known for their backwards views on climate change and workers’ rights, and some are worried that brands like Time, People and Fortune will be coloured by those beliefs. With just a hint of cynicism, tech reporter for the NYT Mike Isaac said:

koch brothers definitely bought in for a fifth of time inc in order to have no editorial control or input, i super believe this https://t.co/VEHnjA6tMr pic.twitter.com/2xcp8gcvpU

@MikeIsaac November 27, 2017

Given all the talk lately about the power of media moguls – even if, as the speculation around 21st Century Fox suggests, that power is waning, it’s likely to be a concern for some time yet.

Another question is what Meredith intends to do with the brands

The Time Inc sale threatens the primacy of brands

Chris Sutcliffe 1st December 2017

How publishers can wake from the digital dream

Chris Sutcliffe 22nd November 2017

Is the digital dream over for publishers? This week news out of BuzzFeed, VICE and Mashable indicated that might be so, and the rhetoric from media analysts suggested a mass awakening for those who hoped digital advertising alone could be the basis for a media business.

How chasing “hits” has failed publishers

Chris Sutcliffe 31st October 2017

Most digital media businesses are slaves to the ‘hit’ – the number of clicks on or views of a particular page. And that’s a real shame, because the hit was never a great measure of success for an individual piece of content, and has only become less so as social distribution skews publishing priorities towards creating content designed to go ‘viral’.

How Idiots Track Success?

Worse still, as a result of a focus on the hit that has been around since the birth of the banner ad back in 1994, ads are mostly sold on a CPM (click per thousand) basis. When you sell in thousands of impressions, all you care about is how many thousands you have. As a result, in some quarters, ‘hits’ has become a damning acronym for ‘How Idiots Track Success.’

The truth is, the hit is a blunt instrument for attracting advertisers. It’s like having a thousand people come to your wedding, but you don’t know any of them, they are unlikely to

How Improbable’s SpatialOS may revolutionise your business

James Dodd 17th May 2017

By now, you have probably heard about Improbable, the virtual simulation start-up that raised $502m from Japan’s SoftBank – but what you might not have considered is how its technology could be of interest to your business.

Founded in 2012 by a pair of Cambridge University computer science graduates, Improbable is now valued at more than $1bn thanks to the investment by SoftBank, which represents the largest-ever venture financing round for a private British company.

The business employs 170 computer scientists, engineers and designers who are all attempting to recreate the most detailed version possible of the real world in digital form.

Wikipedia founder to combat fake news with new website

OliverLuft 25th April 2017

Jimmy Wales, the founder of Wikipedia, has launched a new website to help combat fake news.

The crowd-funded Wikitribune aims to be a “new kind of news platform” that will take the fight to the producers and facilitators of fake news by “bringing journalists and a community of volunteers together”.

Ten journalists will be hired to produce “professional, standards-based journalism that incorporates the radical idea from the world of Wiki – that a community of volunteers can, and will, reliably protect and improve articles”.

Secondary ticketing – could self-regulation work?

James Dodd 22nd March 2017

Viagogo’s decision this week to snub the culture committee’s hearing into secondary ticketing was misguided and likely to imperil efforts at self-regulation.

The secondary ticketing market, which includes online marketplace sites like Viagogo and GetMeIn!, is worth an estimated $8bn a year.

While useful to genuine fans, these sites also make it very easy for touts to sell tickets at hugely inflated prices – and that, in part, is one of reasons why the committee was keen to take a look at the industry.

Why publishers no longer need to worry about ad blockers

OliverLuft 27th February 2017

Ad blocking was labelled as an existential threat to ad-supported digital content by some (including us on occasion), but its anticipated growth has failed to materialise and digital publishers are breathing a sigh of relief.

According to the Internet Advertising Bureau UK, the proportion of British adults using ad blocking software online in February was 22.1%.

The figure is less than half-a-percent more than in the same month last year and shows growth almost grinding to a halt. In February 2016, year-on-year growth of those using ad blockers stood at around six percent.

Tech IPOs hit a low in 2016 (but 2017 could be boom time!)

OliverLuft 9th February 2017

Last year was a busy 12 months in terms of tech business manoeuvring. The big moves, however, were takeovers, mergers, launches and collapses – there didn’t seem to be that many public offerings.

Much of the movement in 2016 was established businesses buying content firms or platforms that provided a link to sizeable audience. Verizon bought Yahoo for $4.8bn, Microsoft paid $26bn for LinkedIn, and we also looked at telco convergence generally. Yet, other than flagging up the expected IPO of Snapchat, Tech IPOs didn’t seem to impact the media world in 2016 to such a degree.

Now, thanks to a study from PwC, the reasons for that have become somewhat clearer – as 2016 marked the decade’s low point for global tech IPOs.

How did Facebook dominate everything in 2016?

OliverLuft 20th December 2016

By anyone’s standards 2016 has been a peculiar year. But, at Facebook HQ, the last 12 months has been largely business as usual. Of course, business as usual for the social networking giant can have a huge and lasting impact on countless other media businesses and (as we’ll see later) on billions of people across the globe.

Diversity in Media: how some companies are making a difference

Rebecca Davy 14th December 2016

The media industry is still too white.

Back in 2001, Greg Dyke said that the BBC was ‘hideously white’ . That was fifteen years ago and was indicative of our industry at that time.

The issue of race and gender diversity in the workplace is not a new one, yet it is still one that needs to be discussed because little is changing and it’s not changing quickly enough.

Does Gaming still need digital disruption to secure profits?

James Dodd 7th December 2016

Earlier this year, the overall value of the UK games market ‘soared’ past £4.1bn for the first time – so we are overdue a look at how publishers and developers achieve growth in the face of a prosperous secondary games market.

For the uninitiated, the secondary market covers the resale of second-hand games and trade-in (often for store credit). Retailers including Amazon, GAME, and HMV re-sell and, historically, this has been considered to the detriment of developers and publishers.

What does the Snapchat IPO mean for the media industry?

Matt D'Cruz 30th November 2016

With Snapchat valued at as much as $35bn ahead of its forthcoming IPO, now seems like as good a time as any to look into the chat app’s explosion, and what it means for media businesses.

Over the last few months, I’ve spoken to dozens of senior digital executives, not just those in commercial and editorial roles, but also those in disciplines like social media strategy and audience development. Two things have become apparent from those conversations: firstly, chat apps are becoming an increasingly important part of online publishing strategies; secondly, no one really knows what to do with them, or how it’s going to play out.

BSMEs show us how print can prosper in the digital age

Martin Tripp 23rd November 2016

Last Thursday’s annual BSME awards ceremony was a chance for magazine editors to get together and celebrate their successes – as well as commiserate with others who have not been so lucky.

At the moment, there is an increasing number of good news stories coming out of the magazine world. Yes, there are notable failures – or ‘corrections to the market’, as economists would put it – including the closure of InStyle, etc; but – whisper it – the industry is holding up.

How Donald Trump used Facebook Live to help win the election

OliverLuft 15th November 2016

In a previous post, we looked at the broad role the media played in Donald Trump’s stunning electoral victory last week. Here, I want to look in a little bit more detail at one significant aspect – social media. Or, to put it more bluntly, we’re going to look at how Donald Trump bypassed the mainstream media and used Facebook and Twitter to help win the election.

Data from EzyInsights, an organisation that normally helps news publishers understand how stories play across social media, shows that in the run up to the election earlier this month Trump was often gaining three times more Facebook engagement – likes, reactions, shares, comments – as Clinton.

Convergence is back. In the mobile age, telcos need content

Matt D'Cruz 3rd November 2016

Across the TMT sector, convergence is back in a big way. The early 2000s were packed with mega-mergers like AOL and Time Warner, and the cross-market consolidation that saw the emergence of integrated offerings like Virgin Media.

Things quietened down after the financial crisis, but the last couple of years have seen a raft of big telecoms providers making moves back into the media.

From BT’s acquisition of Champions League and Premiership rights, to Verizon’s recent acquisitions of both AOL and Yahoo!, and now AT&T’s proposed acquisition of Time Warner, telecoms companies can’t get enough content right now.

As BlackBerry ceases production, Google re-enters handset race

James Dodd 5th October 2016

There was a time, not long ago, when owning a BlackBerry was the mark of a serious professional – someone who was always on, always reachable – well, not any more…

As other firms accelerated their development of business-friendly smartphones, BlackBerry stood still. So it will have come as little surprise to anyone who has followed its fortunes that the ailing technology company intends to no longer make handsets and instead focus on developing software.

Why has Verizon paid $4.8bn for Yahoo?

Martin Tripp 2nd August 2016

So Verizon has been at it again: bagging a former digital behemoth for a fraction of its peak market value in the hope that some of the old magic remains.

Last year, it bought AOL for $4.4bn – a tiny percentage of the company’s peak valuation of $160bn – and then last week, it bought Yahoo for $4.8bn.

To put that in perspective, Microsoft offered $45bn for the business in 2008, but was turned down by the Yahoo’s then management on the basis that the business was worth much more. Way to go, as they say in Silicon Valley.

Affiliate marketing: what is it, and how does it work?

James Dodd 1st July 2016

A colleague was recently sharing a cab with a senior sales director working for a traditional broadcaster and was amazed he had no idea of what affiliate marketing was.

It’s perhaps not as uncommon as my colleague might have thought, and many of our readers might be in a similar position. So, to spread a little light, here’s a simple explanation (those of you in the Affiliate Marketing world, turn away now!):

If the audience hates ads, what does the future of digital advertising look like?

OliverLuft 31st May 2016

Last week, Martin wrote about how necessary content could make it simpler for B2B media firms to carve out a significant piece of the digital landscape for themselves.

The problem for a lot of content businesses, particularly consumer-facing ones, is that despite the merits of what they produce, it’s not essential for their readers.

Have e-books found their place in the publishing market?

Rebecca Davy 18th May 2016

It seems barely possible, but it’s less than a decade since Amazon boss Jeff Bezos ordered his lieutenants to build the world’s first mass-market e-reader. The original Kindle was introduced to the public in 2007 and with it came the fear that its development marked the beginning of the end for printed books.

In the nine years since its launch, Kindle has been through eight generations, an LCD version has launched, along with various adaptors and applications that allow Amazon’s content to run on the slew of other platforms and technologies than have also come to market in this time.

Yet despite the digital explosion that has taken place, despite the consumer’s readiness to ditch old technology for new (honestly, when was the last time you read a printed newspaper?), and despite 2007’s fear for the future of the book, the situation we currently find ourselves in isn’t the one book-lovers feared.

Publishers, how well do you know your audience? What are you doing to maximise its value?

Matt D'Cruz 12th May 2016

The long-term viability of digital publications that rely on scaling audience has been called into question in the last few months. Digital advertising has continued to grow, but increasingly the idea of a business model focused on generating a massive readership or viewership is becoming outmoded by the fluctuating demands of advertisers.

There’s also a prevailing feeling in the media industry that there’s too much content chasing too little advertising cash. This doesn’t necessarily mean that cutting back on both content and audience size will be beneficial, just that a new way looking at the quality of content and its ‘appropriateness’ to the audience is taking hold.

With this new approach come a requirement for new skills, and increasingly digital media businesses are looking to hire heads of Audience Development to their senior management teams.

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Category: Digital