From the Fields
"There’s no denying that Breaking News is a super-useful app," this article begins. And yet, despite its immense usefulness, "Breaking News has not been able to generate enough revenue to sustain itself."
The lesson? While value and reach are touted as content marketing truisms (and rightfully so), a sustainable revenue model must be baked into the effort.
Please read this article. It's a perspective desperately missing from the journalism / content marketing conversation. And note the anonymity. This is still a sensitive topic that can't be openly discussed without the sinking ship of the traditional behemoths getting angry.
Here's the introduction from Rob "Spider" Graham, founder and CEO of Trainingcraft:
"I've been in the digital marketing and advertising space for nearly 20 years. I've written more than a thousand articles about digital advertising strategies and approaches.
"I've lived and breathed and thought about this space every single day, and here's the sad conclusion I've arrived at: digital display advertising doesn't work."
The Wall Street Journal may ask you to subscribe to read this one, so here's the simple take-home lesson:
Research your audience's demographics and habits thoroughly. Don't assume people (in countries other than where you live or know best) search, purchase and navigate social channels in the same way.
Loyal readers of Content Land will know I'm a staunch believer in the (returning) power of print. This one excited me and intrigued me. Get this: "Paste Quarterly will retail for $20, with a yearly subscription going for $70."