New technologies and processes offer publishers unprecedented opportunities to transmit information, increase sales and cultivate new sources of revenue, says a new study from the World Association of Newspapers (WAN).
The latest “Shaping the Future of the Newspaper” report concerns itself with the development of distribution methods which enable publishers to reach a wider audience and target particular groupings. New models include digital printing, PDF, audio/visual, kiosks and PDS/mobile.
“Every newspaper can benefit from the distribution revolution that is underway,” said Jim Chisolm, Strategy Advisor for WAN and author of the report. “Whether the opportunities lie in updating traditional distribution methods, or in the new content management systems, there is a range of practical ways to increase business, reach new markets and create new revenues.”
The report assesses the potential for growth in delivery mechanisms and acknowledges that newspaper websites are reaching maturity in terms of audience and advertising. However, the author is optimistic about mobile communications and digital printing and believes that television could be a useful media for large companies.
“Until now the newspaper has been driven by content. From now on the distribution revolution will be dictated by context,” said the report.
