The future of digital publishing
Podcasting, AI and engagement are some of things digital publishers should be paying attention to if they want ad rates to increase
Aman Goklani speaks softly but very intensely about podcasting. The India head of audioBoom points out that most digital publishers struggle with getting people to spend more time on their sites or apps. Podcasting or listening to a fiction series (say Harry Potter), a book, an article, an interview, a research paper or a piece of music online has proven to be the best way to increase time spent, also known as ‘engagement’. The UK-based audioBoom hosts, distributes and monetises podcasts. Last year, marketers in the US spent $314 million reaching 124 million people while they were listening to a podcast of a Bill Bryson book or a talk on parenting among thousands of other things. India is as yet a very small market, but growing very rapidly.
That AI is still just a buzzword in publishing, even in developed markets where several newsrooms are experimenting with it. AI helps with crunching and sifting through a lot more data, machines are learning more about us, but not necessarily writing or creating for us. Where AI will play a role, said speakers on one panel, is improving distribution and reach and cutting the cost and effort of research. Journalists can breathe a sigh of relief — for now.
Source | Business Standard | 26th September 2018 | Print Page No 10
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Mr. Pralhad Jadhav
Master of Library & Information Science (NET Qualified)
Research Scholar (IGNOU)
Senior Manager @ Knowledge Repository
Khaitan & Co
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