By Chief K.Masimba Biriwasha | Digital Media Specialist
Reaching audiences with content is no longer the domain of newspapers alone. Newspapers are feeling the heat. In the UK, competitor newspapers are beginning to collaborate to try and wad off the challenges.
According to a report in the Financial Times, publishers of newspapers and magazines are setting aside competitive differences to collaborate as they grapple with larger digital platforms and plummeting traditional advertising revenue.
The Financial Times quoted Lee Baker, director of the Association of Online Publishers saying that pubblishers were now collaborating to make sense in the digital era.
“Publishers are coming together to understand how they can work collaboratively.We are seeing more of that on a much more sophisticated level … Lots of businesses are simultaneously moving into very, very new territory, which is driving this approach,” said Baker.
Taking things a little local, there in no doubt that technology and data are today driving the market. However, in Zimbabwe, publishers are lagging a bit in the technology race.
One simply needs to look at the hiring patterns within newsrooms to understand that the technological shift has not adequatelly affected the way local publisher are doing business.
Having said that, it’s important that what makes or break a newspapaer or magazine is content: original, branded and quality content is the key to success.