How Brands Can Protect Their Premium Audiences as They Go Global

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There’s a fundamental disconnect between how publishers’ describe their audiences and how they treat them. Many publishers – especially those in the news game – love to call their readers ‘premium’ or ‘valuable’ because they loosely fit a demographic description, because that makes access to that audience sound more attractive to potential advertisers.

But most publishers are simultaneously engaged in attempts to grow their audiences globally, because huge readership figures are also attractive to advertisers, and that’s a hard square to circle. Growing an audience to the scales required to make any significant ad revenue risks diluting that audience’s quality.

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