{"id":2059,"date":"2020-02-24T09:28:00","date_gmt":"2020-02-24T09:28:00","guid":{"rendered":"https:\/\/blog.revcontent.com\/?p=2059"},"modified":"2024-05-01T15:46:31","modified_gmt":"2024-05-01T15:46:31","slug":"major-publisher-issues-in-2020","status":"publish","type":"post","link":"\/blog\/major-publisher-issues-in-2020\/","title":{"rendered":"7 Major Publisher Issues in 2020"},"content":{"rendered":"\n
7 Major Publisher Issues in 2020<\/strong> Working with dozen\u2019s of the world\u2019s best publishers, we talk with our partners everyday on the overall challenges facing both their business and the overall 2020 media landscape. Here\u2019s our take of 7 major issues that publishers face. (Big shoutout to Digiday journalists for putting together some of the best pieces in the industry, disseminating and breaking down complex publisher issues) <\/em><\/p>\n\n\n\n <\/p>\n\n\n\n A major issue facing publishers? Feeling forced to continuously give up more and more page real estate to fit ads, sometimes with even lower revenue than before. With huge infinite scroll ad units, publishers face the rock-and-a-hard-place situation of adding more ad units to their content pages in an effort to increase revenue. Unfortunately, all this does is drive down key audience engagement metrics like time on site, bounce rates, page views per session, and more. With publishers turning to different forms of ad tech revenue, there\u2019s a need for flexibility among all parties. When ad partners have rigid testing limitations, no flexibility, and attempt to limit other ad revenue on the page, it limits a publisher’s ability to generate increased revenue, and sneaky auto-renew clauses in long-term contracts lock publishers into unfavorable rates for years. Over the last few years, publisher reliance on social has decreased as many got severely burned with algorithmic changes all throughout 2018. Many began the long shift away from social media as a main driver of traffic and so the search began for other traffic sources. Our partners at Liftable Media, COO Ford Jordan, said, “Western Journal was hit hard by the impact of major platforms shifting traffic away from publishers, but this has only increased our efforts to brand and drive traffic to our site organically. Our efforts have been rewarded by finding a much more loyal and dedicated reader base that we’ve continued to grow. Although it can be really difficult to find other valuable sources of traffic, the changes have made us a better company overall.”\u2800” \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 Luckily, many publishers have been successful in this pivot, slowly but surely working to diversify traffic sources. With this traffic diversification came added bonuses as well – creativity when it comes to reader revenue, exploring in-house technology, and a resurgence of resources dedicated to improving owned and operated platforms.
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<\/p>\n\n\n\n1. Giving up more page real estate for less revenue<\/strong>
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<\/p>\n\n\n\n2. Inflexible ad tech partners<\/strong>
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<\/p>\n\n\n\n3. Lack of traffic source diversification <\/strong>
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