With 2018 just around the corner, the industry is trying to predict what changes will come in the New Year. Publishers will continue to build on the momentum of the past year, while returning to their roots, with an increased value placed on things like user experience and e-newsletters.
Here are 10 of the many publishing trends that we are bound to see in 2018:
1) Positioning Subscriptions
This is a trend that has already started this year and experts estimate it will continue into 2018. Big publishers are focused on retention which now gets more revenue from digital subscribers than print advertising revenue.
2) Video is the key
Video was big in 2017, and it will continue to be a large investment for publishers in 2018 as well. And this trend will not only continue in 2018 but also, it is predicted that by 2020, up to 80% of online content will be video. In 2018, publishers will take a more strategic approach to creating video content. Longer form, higher quality video will be essential to capture a reader’s attention as people become accustomed to watching more video for a longer period of time
3) Mobile all the way
Mobile devices usage will continue to grow even more next year. It is estimated that, in 2018, more than 50% of internet users will tap into their mobile devices to perform their day-to-day activities. Since smartphone technology is changing at such a fast pace, becoming more and more available, there are high chances that any given member of your target audience has a smartphone.
4) Personalized content
The amount of digital content created, exchanged, and consumed is growing day by day across the world. Customized content is more likely to be consumed and shared, as readers respond better when they get unique value out of the brands they follow.
5) Rush to audio
After several years of focusing on a rush to video, many mainstream publishers have now begun to realize that there could be significant revenue to be generated via a technology that many had written off just a few years ago. Podcasts were everywhere in 2017 and with connected smart speakers like Amazon Echo and Google Home doing brisk business in 2017, with the Apple HomePod to follow, there are even more devices for consumers to listen in.
6) Potential of augmented reality
Many mainstream publishers are starting to looking at how its undoubted potential for immersive experiences can be harnessed from a creative storytelling perspective. Augmented reality is opening up a world of new possibilities for both large and independent publishers to tell stories and engage new audiences.
7) The bots are coming
Artificial Intelligence is continuing to feature highly on the agenda of forward thinking publishers. Much of the discussion around AI has focused on how it can be used to create content. Utilizing AI to deliver more meaningful analytics that can help automate repetitive tasks for publishers like social media distribution.
8) Hybrid digital-print content
Books will have a digital element—links to supplemental video content, subscription-based email content, access to discussion and fan forums, etc. those who gained audience and influence in the digital space turn to print as a way to not only monetize content, but build credibility and authenticity.
Blockchain could have a huge influence on publishers. The technology that powers Bitcoin has the potential to transform many other industries. In publishing, it could impact sales, rights, contracts, and more. It is a business model which mainstream publishers might begin to explore.
10) Automation for the Win
The publishing sector isn’t just digitizing – it’s automating. Automation aids in generating content as well as disseminating the same to readers. The automation of publishing results in a fusion of human and machine processes. This is an approach that could be taken by the publishing industry as a whole.
The world of digital publishing is constantly evolving and the industry is always looking for the next new development that will help grow the audience, engagement and ultimately increase sales. It’s important to both learn how to work with the challenges and opportunities that come with these changes and also to help to create the changes you’d like to see.