A new report by The Drum reveals that traditional media companies are evolving successfully amidst challenges from AI and digital platforms. Based on interviews with senior leaders globally, the report highlights a significant shift in strategy among publishers, focusing on relevance over sheer reach and seeking diversified metrics of success. Emphasizing direct audience connections, companies like JoongAng Group are creatively leveraging existing infrastructures while others, like Hearst UK, focus on building community and value beyond traditional revenue models. The narrative showcases resilience and innovation in a transforming media landscape.
Far from a crisis narrative, the report paints a picture of publishers pivoting from reach to relevance, from ad dependence to diversified resilience.
We're building value, joy and community around our brands. It's not about locking up content behind paywalls. It's about deepening the relationship.
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