What Publishers Can Learn From the Pandemic’s Engagement Surge

If there’s one thing that the pandemic has taught the publishing industry, it's that it must be prepared for anything. This was not only true in terms of how publishers were forced to manage their businesses through an unprecedented economic crisis, but also how they planned, produced and distributed content. When stay-at-home orders swept across the country in mid-March, publishers had no choice but to react swiftly to address the changing needs of their audiences, which shifted virtually overnight. It’s a responsibility that has been incumbent on media for hundreds of years. So while this may have been a unique circumstance, the need to react to a changing world has always been an ongoing mandate for those who inform the masses. But as times change, so do consumer demands. During the pandemic, Americans were hungry to devour news and information about the virus and its impacts on society and the economy. Likewise, they also wanted to be entertained and have a chance to escape, even if for a moment. This was evident to several publishers we’ve spoken to since the pandemic began, many of whom saw significant upticks in traffic and engagement across all of their channels. While such engagement surges are welcome, and communicate that content producers are doing right by their audiences, they also present real opportunity for sustainable growth. For instance, from March to April, TIME not only saw a 20% increase in site-wide engagement, which is a metric that factors more... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2020-06-24 11:00:28 UTC ]

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