But it will also benefit publishers with multichannel advertising offerings that enable them to reach their audience on multiple touchpoints, according to Bloomberg Media’s Saltser.
“Brands that are truly cross-platform—particularly with deep video and audio engines to complement great written journalism—will continue to have an advantage,” she said.
It will also continue to incentivize revenue diversification, as publishers find that their audiences are too small to sustain a newsroom on advertising alone.
“Business models will continue to diversify away from traditional ad-supported-only models,” said Complex CEO Aaron Levant. “The publishers who will thrive are the ones who have diversified business models with multiple revenue streams and a unique point of view on the world.”
