Friday, September 07, 2007
Proof defensive Web strategies make no sense
Today’s Press Gazette story on how many newspapers have found taking a positive, as opposed to an anti-cannibalisation defensive strategy, to their website content has, they believe, helped increase the circulation of their print product. This has included breaking news first on the Web and then reverse-publishing the full story into the paper. So much so Newsquest as adopting it as a strategy across all its titles.
It’s also helping bring younger, normally Web-only, readers to sample the print product for the fuller content. Which can’t be a bad thing if it leads them to get the print edition even on a semi-regular basis.
On top of the earlier research that showed Web content doesn’t generally cannibalise readers of the print edition, this really means the death knell for defensive website strategies.
Strategically, they no longer have any defence. So it's time to take the Web (and other e-media) seriously and see them as an equal part of your publishing strategy. And one which will only grow as print revenues and circulations decline.
It’s also helping bring younger, normally Web-only, readers to sample the print product for the fuller content. Which can’t be a bad thing if it leads them to get the print edition even on a semi-regular basis.
On top of the earlier research that showed Web content doesn’t generally cannibalise readers of the print edition, this really means the death knell for defensive website strategies.
Strategically, they no longer have any defence. So it's time to take the Web (and other e-media) seriously and see them as an equal part of your publishing strategy. And one which will only grow as print revenues and circulations decline.
Labels: Ansoff newspapers brands, brands, web strategy
