In the long term, personalised publications will emerge as a viable and compelling part of that portfolio.
The Shaping the Future of the Newspaper project has produced a report bolstering the argument for newspaper companies to develop multiple print and digital publishing products in order to reach new audiences and to better satisfy the needs of hungry, and increasingly particular, media audiences.
The SMART Publishing strategy, detailed in this report, requires publishers to understand their audiences better by conducting more reader research, and to tap into the infinite consumer databases available to them in order to get a detailed picture of media habits, consumer spending and other valuable indicators that will help bolster the newspaper company’s relevance to audiences and advertisers.
The SMART publishing strategy also requires astute and prolific new product development, and informed decision-making about on which channels to publish for specific niche audiences. The report also details new and efficient ways to deliver print and digital publishing products to targeted groups.