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InContext Newsletter: DCN’s weekly briefing of media news – August 10, 2017

August 10, 2017

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content


How thinking like a tech company has transformed innovation at The Washington Post

When you think of The Washington Post, you probably think newspapers, not software company. But the reality is that the company operates a lot more like the latter. Under the influence of owner Jeff Bezos, The Post has been trying innovative approaches to everything it does and is experimenting with new ways of doing business….

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Inside the dystopian vision of the IAB’s new AR and VR advertising formats

Augmented Reality (AR) and Virtual Reality (VR) are exciting technologies, but they are far from mature. Early adopters have paid a lot of money for expensive devices but the future of both the hardware and software for AR and VR is still uncertain. This murky future hasn’t stopped the IAB from pushing out guidance in its latest “#IABNewAdPortfolio” on advertising formats for both platforms. The enthusiasm for new advertising opportunities is understandable. However, these new ad formats could easily kill off these infant platforms.

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The subscription discussion we should be having

While the industry rightfully focuses on growing new subscribers and experimenting with business models, the discussion should not end there. What we’re not talking enough about is that subscribers are a distinct audience. They engage with your content in a different way and are loyalists in a different way. Understanding these differences is where publishers will build their revenue strategies to take their businesses to the next level.

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Online testing provides strong support for site redesigns

A good website redesign challenges the status-quo. It questions a site’s navigation, layout, and plan and demands efficiencies without sacrificing user experience. Accordingly, a well-planned and researched design proposal will achieve improved user engagement, page views, and time spent. The Engaging News Project, an initiative of the Moody College of Communication at the University of Texas, investigated the impact of design testing to provide news organizations with necessary audience feedback before going live with redesign.

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DCN’s must reads: week of August 10, 2017

Here are some of the best media stories our team has read so far this week:

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