Razorfish Unveils New Report about Publishing in a Digital Age

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Report addresses challenges facing the publishing industry including if and how to monetize content

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Today's opportunities to monetize content, which weren't available even five years ago, can be incredibly valuable for publishers looking to increase circulation and find new readership. Nimble offers strategies for leveraging opportunities to increase ROI and audience engagement.

To survive in the digital age, publishers must find engaging ways to re-package their content as products and services to be made available across multiple platforms, according to Nimble, a new Razorfish report published today. Based on interviews with media such as The New York Times and The Wall Street Journal, Nimble offers advice for how publishers can successfully make the transition to the digital economy.

The report, commissioned by Razorfish's Media & Entertainment Practice in partnership with information services company Semantic Universe, provides a thorough analysis of the digital publishing industry, including why it's important for digital content to be "nimble" - free to be viewed across any platform at any time - and how companies can best adopt this approach. Nimble also addresses the controversial issue of monetization models, asserting that the key is to develop products and services that provide additional value to the consumer, while still aligning with the brand.

"The publishing industry needs to start embracing the unique properties of digital content, such as its ability to be shared instantaneously across multiple platforms," said Nimble author Rachel Lovinger, content strategy lead at Razorfish. "Today's opportunities to monetize content, which weren't available even five years ago, can be incredibly valuable for publishers looking to increase circulation and find new readership. Nimble offers strategies for leveraging opportunities to increase ROI and audience engagement."

Nimble contends that the industry needs to develop additional revenue models that build on the brand's core value proposition. Several models to consider are:

  •     Paid Content - The key to success in implementing this model is developing new products and services that align with the brand's value proposition while providing unique, meaningful experiences to users.
  •     Partnering on Product Development - Selling content products and services, instead of just the content itself, can provide a revenue stream for the publisher
  •     Advertising - This traditional model needs to leverage the opportunities specifically offered by digital content such as the ability to track, alter and personalize ads quickly and effectively
  •     Affiliate Partnership - Publishing companies can charge affiliates a fee to incorporate their links to related services with the content
  •     Value-Add Approach - Offer free content that drives sales of paid services or products, therefore making it more useful or appealing to the audience

The report is available online at http://nimble.razorfish.com and on twitter at @NimbleRF. In addition, Lovinger is scheduled to present on Nimble at the Semantic Technology Conference in San Francisco on June 23.

About Razorfish
Razorfish creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients' business needs, such as launching new products, repositioning a brand or participating in the social world. With a demonstrated commitment to innovation, Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald's and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe's (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center. Visit http://www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.

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