UK Publisher Repositioning
December 15, 2015
I read “How Dennis Publishing Created a New Tech Media Brand.” I was looking forward to a how to, the nuts and bolts of converting a print and online operation into a zippy digital brand.
The write up explains what most folks involved in “real” journalism know: Publishing outfits are good at outputting content and maybe not so good at the organization of the overall operation.
I learned from the write up:
Dennis Publishing wants to be the top destination for technology-related content in the U.K. in the next two years, spurred by the quick success of its new digital brand, Alphr.
I remembered seeing Alphr on iTunes. A podcast about technology ran for a while and then disappeared in October 2015 with nary a peep. I noted the odd ball spelling, which I assume allows the company’s content to be located with a Google or Yandex search.
The write up said:
That decision seems to be paying off. Alphr attracted just under 600,000 unique visitors in the U.K. in November and 1.5 million globally, according to Google Analytics….Dennis claims that the latest data shows that it outstripped Wired U.K., Quartz and Tech Insider in November in terms of shares in U.K. visits across these categories.
So what was the “how”? The write up pointed out that the company:
- Centralized certain operations
- Implemented testing procedures for products
- Kept the same headcount
- Embraced the Ziff “network” ad sale model from the late 1980s.
In short, in 2015, Dennis took steps that other publishers have been forced to adopt for a number of years.
The one thing the new plan did not do was communicate that the podcast, one of those hippy dippy social media things, was not relevant to the firm.
Communication about podcasts, it seems, is not germane to the new digital brand.
Stephen E Arnold, December 15, 2015
Comments
-
- Subscribe to Beyond Search
Feature archive
News archive
-
