The 'duopoly' in question is Facebook and Google, and arguably these two platforms have a firm hold on platform traffic. This article points out that this is not a good deal for publishers. Bloomber's Media CEO Justin Smith Smith cited a recent study from Digital Content Next showing "only 14 percent of some publishers' revenues were coming from distributed content." How, then do publishers succeed? Quartz has a good model. "Quartz's model from the beginning has been to never accept a banner ad or an IAB standard unit." Also, "If you're producing content that someone else is also producing, you have to stop right away and rethink your approach. Create content that no one else is producing."
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