A critical part of content delivery is knowing your audience. Quartz suggests some ways that this can be done.
No matter what niche your audience fits, mobile is sure to be a dominant medium for engagement. Mobile web growth has affected publishers’ audiences’ in a dramatic way, operating as the biggest indicator of overall magazine audience growth, according to a report last year which highlighted a total magazine audience increase of 6.7%. Some brands that gained the most audience across a year period were the likes of Forbes and People.
What does this mean for publishers?
Well, if you are not already on it, it’s time to jump on the digital publishing train. But mobile publishing can be a foreign territory for traditional publishers, who trying to devise mobile strategies to transfer print content to digital. A small screen, new design, options of delivery – these are all critical considerations in order to make a success of your content translocation.
Apps are leading the way as the most effective and efficient distribution option. In this instance, it is important to make your content responsive for various mobile devices (chat to us – we know all the tricks).
Giles Phillips, director of user-experience at Boston-based Brightcove says;
“Mobile has its own unique set of limitations, considerations and usage contexts. Publishers should embrace the device for what it is, and not fight it.”
Mobile is here to stay, and publishers need to reach their audiences in a way that is accessible. We have worked out mobile’s limitations, observed the contexts of usage, and we have solutions in digital publishing.
Learn from those in the business
Quartz, on the opposite end of the mobile content spectrum, is a digitally native news outlet whose staff composite includes reporters formerly employed by Bloomberg and The New York Times. Their global focus (and audience) means that having online content is a no-brainer. Their content is created to be consumed on devices that are popularly used – tablets and mobile phones. They publish creative and intelligent journalism for their target audience of business people in the global economy, and discuss core topics that are relevant, and sometimes controversial, on a global scale.
“This is the future of mobile news as Quartz envisions it. In the app, you don’t read the news; you chat with it.” Margaret Rhodes, Wired
Quartz’ focus is to create a newsroom that is energised, and fully focused on digital storytelling. At the forefront of mobile journalism, they tally 20 million unique monthly visitors (of which 70% of readers coming from mobile). journalism.co.uk explores their strategies for 2017 in their article Mobile news and other areas Quartz will focus on in 2017.
- Their conversational app (launched one year ago) will receive a new developer to expand the personalization options, push notifications and achieve a better-integrated video experience
- Newly hired expert, John Keefe, will work in their recently launched bot studio to explore opportunities of using artificial intelligence (AI) and bots for news. So far, Quartz’s work with bots and AI has included experimental integrations with online enterprises such as Slack.
- Artificial Intelligence will remain a core focus for 2017, and is forecasted to be a significant revenue stream
- Adding flexibility to their list of ‘obsessions’ (or verticals as more commonly known) to include a content focus on finance and economics, technology, and management.
“We want to provide readers with the best news experience on mobile devices, which requires a process of constant reinvention to think about the interfaces and types of journalism that we deliver,” Kevin Delaney, editor-in-chief and president of Quartz
It would seem from the Quartz observations, that mobile is key – but it can not be left at that. Audience engagement on other levels is crucial to maintain the relationship and awareness of brand.