The Dilemma with Apple

The Dilemma with Apple

Unless you’ve been under a rock this week you’ve undoubtedly heard about Apple’s radical changes in its Apple News+ product; one that puts publishers in a bit of a pickle.

Publishers are no stranger to having to manage content distribution. Whether managing the newsstand channel or ensuring your ducks are in a row for the United States Postal Service, we’ve been playing by the rules of the gatekeepers for decades.

Adopting a value-based marketing strategy (and incidentally a brief commentary on millennials)

Adopting a value-based marketing strategy (and incidentally a brief commentary on millennials)

While major brands have long since pivoted to value-based marketing strategies: Nike (gender equality), Dove (body positivity), REI (outdoor preservation/climate change), to name a few. Should publishers follow suit?

Publishers with even the most modest of budgets are producing important stories on sex trafficking, relief efforts, or immigration policies, the type of quality content that appeals to the value-based buyer (you may have heard millennials care about such things). Yet, why are some of the world’s finest truth-tellers, watchdogs, or integrity-seekers, still burying the work they do behind strategies that no longer suit them and their potential customers?