7 smart digital publishing ideas

InPublishing Top Tips webinar series

Seven Smart Digital Publishing Ideas…

Seven Smart Digital Publishing Ideas

Carolyn MorganPenmaen Media

@carolynrmorgan27 September 2016



About the PresenterCarolyn Morgan

Carolyn has over twenty years experience launching, growing, buying and selling specialist media businesses across print, digital and live events. Carolyn now advises publishers large and small on their digital strategy and writes and speaks on digital publishing strategy.

@carolynrmorganwww.penmaen-media.co.ukcarolyn@penmaen-media.co.ukhttps://www.linkedin.com/in/carolynmorgan07887 625229

http://www.penmaen-media.co.uk/


https://www.linkedin.com/in/carolynmorgan



Digital is revolutionising publishing • Mobile first• Everyone is an editor• Social sharing• Visual beats text• International reach – and competition• Tech giants set UX standards• New competitors, new rules

• …..publishers have to evolve or die



1. Invite readers to share content• TES• Allrecipes.com• Accounting Web• Provide online

publishing platform• Reward contributions• Enable networking• Authentic content• Build loyalty



2. Embrace social distribution• HBR• AJ+• Economist• Martha Stewart Living• Experiment and spread

the risk across platforms• Build brand authority• Drive back to your site• Capture emails



3. Learn to play with video• AJ+• Hearst• DHP video mags• 75% of mobile traffic will be

video by 2020• Facebook & Snapchat have

8 billion views each• Captions, short form,

vertical format• Interviews, reviews, how-

tos……



4. Build mobile first products• Espresso• Quartz• Popsugar• Over half of browsing, largely

smartphone• Simple UI• Bitesize, relevant, timely,

shareable content• Learn from user behaviour

and analytics• Entry ramp to other products



5. Help your audience learn• TES Institute• RCNi Learning• Craftsy• Pick and choose modules• Individual prices or

subscription• Range of price points from

£15-£9000• Collaboration with

educational orgs• Online only or mixed with F2F



6. Get closer to the sale• Dennis buyacar.co.uk• Allrecipes.com• Jewellery maker home

shopping• Marketing reach• Import e-commerce

expertise through acquisition or partnership

• Buyers guide content• Coupons at point of sale



7. Help advertisers go native• Quartz• Accounting web• Understand advertisers

objectives• Dedicated

editorial/design team• House style with

standardised elements• Clear labelling• Track analytics



Seven smart digital publishing ideas

1. Invite readers to share content2. Embrace social distribution3. Learn to play with video4. Build mobile first products5. Help your audience learn6. Get closer to the sale7. Help advertisers go native



Seven Smart Digital Publishing Ideas

Thank youAny questions?

Carolyn Morgan@carolynrmorgan

[email protected]

https://www.linkedin.com/in/carolynmorgan07887 625229


https://www.linkedin.com/in/carolynmorgan

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7 smart digital publishing ideas