Keith Sibson writing for Publishing Executive:
Truth #1: Facebook Is Not Your Friend. […]
Chasing platform traffic isn’t viable in the long term when it leads publishers to commit to a strategy likely to be rendered irrelevant by the next Facebook algorithm tweak. Publishers are left with large “audiences” they can’t directly reach, while being in an industry increasingly reliant on meaningful audience engagement. […]Truth #2: Ad Revenue Won’t Be Enough to Sustain Quality Publishers. […]
The past year also saw many publishers combat declining ad revenue by monetizing their audience directly with a paywall. Still, if publishers want to drive revenue from their audience, they must build strong relationships with that audience first. […]Truth #3: Publishers Must Choose Between Pursuing Quality and Chasing Scale. […]
Publishers can enlist themselves in the fight for fleeting attention with mass-produced content, or they can align themselves fully with a (smaller) audience, pursue subscription revenue models, and then devote themselves to creating content those audiences are passionate enough to pay for.