You’re still designing a print issue; you’re trying to keep your website ticking over; you have a lively social media stream; you’ve got your content on the iPad… and now the bastards want your magazine on their phones?
Native is seen as an effective way to combat plummeting banner CPMs and give marketers a non-interruptive commercial format. Whether it’s working is still up for discussion; what should not be up for discussion is the role editorial people need to play in the broader commercial process.
In the first of a new monthly column series for TheMediaBriefing, Peter Houston turns his attention to the misplaced mythology of "big data", and how publishers would be better off working out how to make sense of the data they've got.
“Strategy will only get you, at most, 49 percent of the way to the dual transformation of print and digital that you need. A change in culture coupled with solid execution is what you need to get you the rest of the way.”