Thursday, September 20, 2007
Is circulation revenue worth having now that advertisers love free titles?
http://blogs.guardian.co.uk/greenslade/2007/09/is_circulation_revenue_worth_h.html
Simple answer – yes, as long as you can have it to diversify your revenue streams. Otherwise you are entirely naked to the ebbs and flows of the advertising industry’s cycles and that could mean firing a few folk in the bad times.
No-one said it’s easy to keep paying readers, but it’s got to be better than being entirely open to the whims of advertisers.
But maybe that’s the future we may have to live with, or find an acceptable accommodation within. Time will tell, but we’ve always needed cash to pay for what we do.
It’s just where it’s coming from and how regular that’s the issue.
Simple answer – yes, as long as you can have it to diversify your revenue streams. Otherwise you are entirely naked to the ebbs and flows of the advertising industry’s cycles and that could mean firing a few folk in the bad times.
No-one said it’s easy to keep paying readers, but it’s got to be better than being entirely open to the whims of advertisers.
But maybe that’s the future we may have to live with, or find an acceptable accommodation within. Time will tell, but we’ve always needed cash to pay for what we do.
It’s just where it’s coming from and how regular that’s the issue.
Labels: newspapers advertising revenue circulation
