An exciting time awaits publishers. The media landscape is shifting. Gone are the days when you could achieve a high reach through social media without too much effort. On the one hand, this has to do with the algorithms, but the ever-increasing competition also plays a role.
At the same time, the media consumer itself is also changing. Many media users are switching from ‘traditional social media’ such as Twitter and Facebook, to more visual platforms, such as TikTok and Instagram, which are not so much focused on outward traffic, but have more focus on engagement within the platform itself.
This means that publishers should attach more importance to the direct relationship they build with their readers (and viewers and listeners), says Elger van der Wel. In the podcast of Bladendokter he talks to Carolien Vader about the shifts that are currently taking place in the media landscape. Both Van der Wel and Vader work as media strategist and ‘media watcher’, which leads to a nice conversation about the challenges facing publishers.
Topics such as: falling reach figures, social media use, changing algorithms, the importance of newsletters, the future of SEO and search, artificial intelligence in the media, paywalls (do or don’t) and the best way to stay relevant as a media brand. Recent developments are also discussed, such as the bankruptcy of Vice Media, and the fact that Time Magazine is ending its paywall.
About Elger van der Wel
Elger van der Wel works as a freelance media strategist and has worked for NOS, FD, New Skool Media, Talpa and Glow FM, among others. He is involved in the Stimuleringsfonds voor de Journalistiek and is a part-time lecturer at Fontys Hogeschool Journalistiek in Tilbrug. He is the author of the newsletter, called ‘Elger’. In his newsletter he updates subscribers every week about online media and innovation in journalism.