Web publishers need to embrace search engines and devise the right strategy to reach the audiences they attract, while maintaining ownership of the issue around search partnerships and outline the key questions every publisher must face. Failing to act is acting to fail.
The digital networked society creates new models for social interaction. Online communities may have been prospering long before the web, but only in the last few years have they crossed into the mainstream. Social software has unlocked the enthusiasm to self-publish, but while every brand now aspires to owning a community, few will ever succeed.
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With digital services challenging the fundamentals of the business model underpinning newspapers, there is no release to the pressure press media face. Google, Craigslist and Ebay have changed the process of classified advertising forever. Web media and RSS feeds have changed the nature of news delivery and its pricing. After a decade of anticipation, paid-for subscriptions are yet to take off, and even the specialist press cannot escape.
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As recruitment advertising migrates to the web, search engines go head to head with directories and eBay hovers up car listings, it's an anxious time in newspaper boardrooms. Customers - both advertisers and their consumers - are going elsewhere. Classifieds are at a crossroads, and the long established model that made the newspaper industry a cash cow for half a century is entering its twilight years. We examine the threat and lay out the options.
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