Social media has completely revolutionized the publishing model, leaving publishers desperate to catch up to this progressive and innovative way of publishing content. Readers finally have an online "voice" and can discuss their opinions and give links, feedback, and create movies of content. This revolution has become extremely important to viewers, but have left publishers, especially traditional news publishers (one could argue their industry has been hit the hardest), with declining revenues and ways to reposition themselves in the business world. Social media isn't a trend that publishers can ignore, it is the future of the publishing world.
The video below is an interview with S. Murray Gaylord, VP Marketing at New York Times, discussing how social media has changed the publishing industry and how the New York Times is changing their newspaper to fit the changing industry.
As print and advertising (print) is slowly dying, the news industry have adapted to keep their businesses alive. Below are a few ways news publishers are using social media to their advantage.
Twitter feeds: The New York Times has roughly 280,000 followers on Twitter and have established sub-channels for topics such as books, arts, and entertainment. These sub-channels have created points of interest for advertisers.
Creating online events to attract readers: Frankfurter Allgemeine Zeitung, a German newspaper, created a website to promote the translation of "The Kindly Ones" to both Europe and American audiences. On the website, a video, downloadable mp3, and daily discussion forums were posted of related topics. As a result, a significant increase in traffic was generated to its website, promoting the newspaper's name.
Customized Delivery: A Denver-based media group sends customized news delivery service to its readers. This allows subscribers to choose different categories of news from different parts of the country. This service offers loyal readers the opportunity to view content from outside their region and choose which stories users will read.
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