Publishers who have traditionally felt themselves to be the curators and packagers of news are now re-thinking their roles yet again as consumers switch to mobile. In the days of print, there were one or two deadlines a day, usually morning and evening, at which time a new “package” of news was edited, printed, and distributed. The first switch to digital took those two aggregation points in the day and moved them online. Later, the “home page” emerged, updated more often but still considered the first place a reader would land. More recently, social media and recommendation engines killed that arrangement as readers came from Google, Facebook and Twitter. And now, mobile has changed things yet again.
Premium publishers are redesigning their sites with less emphasis on the traditional home page and more on the way consumers on mobile “pull” news to themselves — on demand and in context. “Publishers have learned that the smaller smartphone screen has to be treated much differently than the screen of a personal computer. They also are grasping that allowing the consumer to select his or her news preferences has to be a priority,” writes Michael Barris of Mobile Marketer. “The big lesson here is that people try to access content where they want to, not where publishers want them to. Utilizing approaches like responsive design—sites that flex to the form factor of the device accessing it—allows organizations to create content once and distribute in as many places as possible.”
For traditional publishers, this has been difficult, as they also have to deal with legacy audiences. The New York Times, for example, has redesigned its site to a long scroll containing all the former sections of the print newspaper on one page to be available to mobile viewers. It has also placed video on the front page, although not typically “above the fold.” There are four ad spaces on the home page, all small. The Guardian home page has only a single ad, proving that the publisher feels the editorial experience of a clean home page will be more conducive to getting a reader to click on an internal page. CNN.com, also optimized for mobile, has but a single ad on the landing page.
Why has this changed? Because the “front page” is not how the audience on mobile comes to the publisher. More likely, a visitor will come through an app like Nuzzel, which aggregates all the news your friends are sharing into a simple package of headlines. You, as the visitor, pay very little attention to where the news came from as you click on the headline from the Nuzzel app. That headline leads you to the NYTimes, but not to the site as a whole — only to the article you want to read. On that page are the best advertising opportunities.
This represents a sea change in the way advertising is valued, and also in what advertising will likely work. Ad formats and placements are being swiftly revalued for mobile advertisers, and this along with the growth of native advertising is making for yet another bumpy year in the publishing business.