Complete Story
02/24/2015
Newspapers must rethink digital distribution
Publishers need to let go of a linear distribution model and replace it with one that finds audiences where they really are, not just where publishers want them to be.
That’s the top-line advice from Amy Webb, a digital media futurist and CEO-founder of Webbmedia Group. Webb is a perennial favorite with the Online News Association crowd, where her digital predictions each year have an uncommonly high batting average. Next month she’ll address attendees at the Newspaper Association of America’s mediaXchange, but her observations and advice have currency across the legacy and new media spectrum.
In an interview with NetNewsCheck Editor Michael Depp, Webb urges all local media to do a more accurate audit of their audiences to know better what, where and when to serve them. She says that local TV news is coming to the end of its complacent days. And she says that capturing and better understanding audience data is key going forward, but that media need to take proactive steps to better safeguard that data against cyberattacks.
