As a result, publishing execs were more concerned about proving themselves to advertisers than to readers. Among those who believed digital publishing revenues would improve, “showing advertisers we understand our readers and can target effectively” was the primary way respondents thought they would do so. Converting readers to paid subscribers was not as important, and neither were personalized content or ads.
It’s no surprise that publishers are moving to digital to keep up with consumers. eMarketer estimates that 53.0% of the US adult population will read a print publication this year, with 50.0% reading newspapers in hard copy. Meanwhile, 83.0% of those 18 and older will access the internet, and nine in 10 will use mobile phones. Read the rest at eMarketer.