We could once tell a premium publisher apart from a protégé easily, it was all about brand recognition. Everyone knows Time Magazine, Forbes, and Vogue because of their name, and the prestige that name has earned. But the transition to digital has seemingly widened the playing field. The big names are all still there, but publishers of all decree now have access to the same audiences and the opportunity to build relationships with those audiences through content - ‘premium’ isn’t just about a name anymore.
Producing quality content has always been about understanding your audience and what they want but now extends to how they want to consume it. Of course the big names have always, and continue to, produce brilliant editorial with professional photography and art direction along with glossy layouts - but now with digital audience expectations to contend with and no printing press or distribution costs to overcome, the market is open to anyone with the ability to create content online.
Understanding audiences - and delivering
Does your audience want short punchy bite sized, packaged content - or do they want long form, in depth, journalistic articles with big, bold and clear imagery? Perhaps they would benefit from video and this means finding out if they want short videos or long form video and it means being able to deliver both in a way that’s both quick and easy for them.
Do they then want social media interaction, do they want all of the content now - or do they want it in a few hours, so they can read it on their way home from work, or in the evening after they’ve put the kids to bed? What are they using to access your content, and where are they when they do? All simple questions, all huge parts of a puzzle that fits together to create the unique premium experience.
What’s it all about?
Premium content today is content that:
- delivers on audience expectation and stands out
- makes the interaction enjoyable, the content accessible and the experience simple
- creates a natural space within inventory for relevant, valuable advertising
- is responsive to context in terms of where, when and how the viewer becomes engaged
- gives users a chance to interact with and share content they like or find valuable
- is worthy of the user’s time, no matter how much, or how little they have to give
- is compatible with multiple screens and adaptive to the experience the user expects to have on each.
Publishers have much to think about when it comes to premium digital inventory and with online ad spends tipped to rapidly grow in 2014, it’s no wonder we’re seeing so much great content taking off - online.
‘Premium’ content delivered to large, engaged audiences is what makes inventory so valuable. And, when premium advertisers spot valuable inventory, they flock to it, with good reason. Having premium advertisers associated with your content makes it even more attractive. Relevant, recognised brands give your audience added value, so whether derived from a ‘big name’ publisher or not, all inventory can be ‘premium’ inventory.