Online Opportunities and Threats

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Respondents were asked to list the biggest opportunities and the biggest barriers/threats to growing their online activity.
 
Behind many of the perceived opportunities, there lies a sense of anxiety, with many publishers starting from a low base of resource in and knowledge of online activity. Building website traffic, creating compelling online content, finding a practical financial model – these are all fundamentals which a number of publishers actually have very little experience of. “Too much to do at once” and “not implementing quickly enough” are recurring comments.

OPPORTUNITIES: High Importance

• INTEGRATING PRINT & ONLINE INTO A BIGGER CONTENT PACKAGE, which is sometimes resulting in a paid-for content model. In content terms, this normally means targeted features & forums, archiving, digital editions & samplers, competitions, classified advertising – all based on interactivity and building a sense of community. Yet there are also administrative self-service applications, covering such areas as subscription management and event registration.    
• ADVERTISING OPPORTUNITES cover a range of multi-platform services which are discussed in more detail in the “Advertising” section.

OPPORTUNITIES: Mid Importance

• DATABASE & AUDIENCE DEVELOPMENT: Name generation & data capture to drive acquisition and additional services to existing customers which overlaps with ECOMMERCE.

OPPORTUNITIES: Low Importance

• SMARTER PUBLISHER MARKETING on the internet (e.g usage of SEO, social networking, offline promotions, cross-promoting print and online brands, etc.), as publishers become more experienced and savvy, will open up more online potential.    
• INTERNATIONAL OPPORTUNITIES, both in terms of reaching overseas audiences and international advertisers, are being opened up by online.    
• RAISING BRAND AWARENESS. The cumulative effect of print + online activity should result in much higher overall awareness of the brand.    
• LOW COSTS / HIGH ROI. Although it is clear that many of the costs of online activity are not properly tracked or accounted for, there is a general perception that online is a relatively low-cost and low-risk channel.    
• MEASURABILITY is one of the key attractions of the internet as a medium.  
   
• STAFF QUALITY. Investment in dedicated and trained online teams is a commitment, but is seen to be adding to the intellectual capital of the publishing organisation.

THREATS: High Importance

• LACK OF PUBLISHER RESOURCE / FOCUS / KNOWLEDGE. This is the big publisher issue with online. The resource issue springs from a recognition that there are hidden costs and complexity associated with online activity, where constant updating of content and enhancing of functionality are required. The knowledge issue relates to the need not only to have the necessary skill sets in-house, but also to be constantly keeping up with developments both in terms of technology and marketing. Too many staff are still print-focused: multi-skilled staff, especially in editorial, are required and may need to be bought in rather than trained.

THREATS: Mid Importance

• LACK OF DIFFERENTIATION IN A CROWDED MARKET. The low entry barriers to create an online presence mean that the internet channel can be overwhelming in terms of user-choice.

THREATS: Low Importance

• THE AD RECESSION and the CONSUMER RECESSION are clearly impacting on the growth of online.    
• FREE COMPETITION online is making many publishers’ models unworkable and an online presence is DIFFICULT TO MONETISE.    
• QUALIFYING & TRACKING USERS is not as simple as at first sight.     
• THE CANNIBALISATION OF PRINT is one of the most fundamental concerns about online, but actually receives relatively few mentions in the survey.