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On The Financial Review

Australia’s leading Financial Publication started rolling out its new digital strategy today, starting with new pricing for digital subscribers. Overall, a smart move that should make it accessible to more.

This is even more critical when considering the likely shift to increasing tablet-based media consumption which is centered more on the individual rather than the group. As more social features are integrated into publications, this of course changes.

As tablet adoption follows a similar trajectory to smartphones, digital media consumption will shift from complimenting print to dominating it. While print will continue to be a key part of the media landscape, the Fin is doing exactly what smart publishers should do and that is develop a “better together” proposition for marketers.

 

This is just the start though. Publishers are going to have to quickly embrace the richness of the tablet medium. That means embracing video, audio, radio, interactive games and more. To make the application stick, they are going to have to move from driving impressions to expressions. What readers do on the app will be as important as what they read. That is where things get really interesting for us as advertisers.

 

Exciting times to be a marketer.

 

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