News publishers have had to develop a number of new digital capabilities in recent years, such as online advertising, social media, search-engine optimization, email marketing, video production, Web design and mobile app development.
After making those investments, most find their online sales comparatively meager compared to print ad revenue, which is still declining. In search of other income, some are using their new online skills and staff to provide paid client services.
These companies are finding that as businesses large and small discover the importance of their online presence — such as developing an effective presence on Facebook or Twitter, or optimizing their sites to appear higher in search results — demand for those services is booming. Media companies who have developed their own expertise in those areas can fill that need with new business-to-business products.
For example, Conde Nast, whose publications include Glamour and The New Yorker, is launching a marketing services division called “Ideactive.” It will offer services such as mobile app development, Web design and social media consulting in an effort to build revenue beyond traditional advertising.
The Ideactive team will have six dedicated staffers, including two new hires, Ad Age reports, and it will pull in resources from the rest of the company as needed.
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