Good Content to Drive Revenue

One of the debates that has to be addressed in the following years is how newspapers can generate enough revenue to be profitable businesses. The digital era is changing all the rules. People are consuming editorial content through digital devices and paper sales are falling year after year. In the midst of this transition, only the companies that base their behavior on real and serious content will survive. But what is real and serious content?

I believe that the financial tragedy that most newspapers are experiencing is not related to technology, the digital era or the format they use to bring content to their readers, but is only related to the fact that their content is not good enough. Nowadays people are over-informed. They know about a lot of things, but no one thing in depth. The newspaper that provides in-depth content about what really concerns people will have the answer to the profitability question.

But what will that answer look like? I believe that this answer is about combining the best attributes of paper and digital. That is, to create the right content for each platform: paper has its own best practices and digital does too. Internet has demonstrated to newspapers that they can do everything online except generate revenue and profitability. But the idea is not to do everything, it is to do the exact thing that people need to know, to show the reality that everyone must face.

Content-Related Videos