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Industry Focus Roundtable: Media & Publishing
The media industry has seen vast change over the last decade as a result of the internet. Broadcasters, magazine, newspapers and book publishers have all put their content online for free, making a host of titles redundant. In the world of online media, where audiences are fragmented and advertising, now ‘accountable’, is increasingly under scrutiny, monetisation is the perennial challenge. The changing pace of technology and devices and its influence on user behaviour have also added to concerns. With so much to consider, those in the business need to really understand the issues and share best practice.
This Adobe roundtable brought together experts from across the media industry – from traditional newspaper websites to book publishing; from public sector and commercial broadcasters to marketing and third party technology agencies.
This report in partnership with Inford and Adknowledge identifies and discusses:
- How to monetise audiences in the face of free content and competition
- Managing increasingly fragmented media across companies
- Measurements and metrics
- Audience insight and the value of engagement to advertising