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How to balance publishing’s three-legged stool - Content, Audience, Revenue


Balancing the 'three legged-stool' is an old-school analogy for publishing survival. Publishers have a good chance of success if they can balance the three legs of content, audience and revenue; but if any of the three legs fall short, the business will eventually ‘fall over’.

Pre-digital, that simply meant convincing display advertisers that the quality of your content would keep the audience’s attention long enough for their ads to be seen. Digital has made the balancing act way more interesting and publishers are using a raft of alternative publishing models to keep the stool upright.

This webinar explains how content, audience and revenue are more important than ever in the balancing act that is multiplatform media management.

It will look at:

  • The ‘Magazine Media’ mix
  • Changing roles for content and commercial teams
  • ‘Content is King’ and other meaningless clichés
  • The ‘Membership Ethos’
  • Selling advertisers more than space
  • How to make sure that the stool is balanced

This webinar was broadcast on 2.30-3pm (BST), Tuesday 16 September 2014

Presenter: Peter Houston

Peter Houston has worked in publishing for over 25 years. Formerly group content director at B2B publisher Advanstar Communications, Peter now works as an independent consultant and trainer helping publishers identify and dismantle the barriers between print and digital content. He runs the Flipping Pages blog, writes for several industry publications including InPublishing and is a lead judge for the Digital Magazine Awards and the Chairman of the Scottish Magazine Awards 2014. Peter recently launched the Magazine Diaries project in support of child literacy charity MagAid. Peter can also be followed on Twitter.

Moderator: James Evelegh

James has worked in magazine publishing since 1989, and has been the editor and publisher of InPublishing since it launched in 2003. He began his career with Trinity Publishing (now DMG) and was then group circulation manager at Centaur Communications from 1994 to 1996. From 1996 to 2003, he worked as a circulation consultant to a wide range of companies including Guardian Media Group, FT Business, Euromoney, WH Smith News and Wilmington.

Watch "How to balance publishing’s three-legged stool - Content, Audience, Revenue"