In the digital world why should one size fit all…? Digital publishing has undergone something of a transformation over the past few years, with the focus shifting from ‘issue-based’ publishing where everything is released in a print-style bundle, to ‘continuous publishing’ where articles are released more frequently. Could digital publishing now be entering a third phase, where targeted content is king?

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Next level engagement –
targeted content

2. In the digital world why should
everyone get the same content?

3. The three ages of digital publishing
1. Issues following a print cycle
2. “Continuous publishing”
3. Targeted content

4. Targeted Content is specific content created for a
subset of your general audience, often referred to
as a persona. Targeted content is unique
because it’s designed to elicit a specific response
from a specific group, based on data about that
group.
Hannon Hill Jan. 2015
Definition

5. A growing number of titles are suffering from ‘app
burnout’ in which users frequently access them for
short period before losing interest.
“You can’t just be a broadcast platform to spam
your users. You need to understand who these users
are and what will drive them. Developers that
respond to these needs will provide relevant
content to users.”
Raj Aggarwal, Localytics.
Opinion

6. Targeted content is the visible output of a
data-informed interaction between
publishers and their audience, which
transforms generic information into relevant
content.
Publishers can actively sell personalized
and native advertising with much higher
success rates compared with standard
display advertising.
The Nuntak Group
Commercialisation

7. Client case study:
Times Educational
Supplement

11. tesstudent

13. Marketing
& events
Leader
Student
Teacher
Further
Leader
Student
Teacher
TES Free
AoC Conference
TES Digital app

14. Focus group
TES app delivers the personalisation features
teachers and leaders are looking for and it is
felt to modernise TES
“I like the idea that I
can just have early
years and not
secondary, I can
add my own
interests .”
Teachers, Manchester
“I think the way
forward is having
an app…it hooks
you in and make
you want to access
it more.”
Leaders, Manchester

15. Focus group
Many would like to see a further personalisa
tion i.e. in relation to their job role. A few di
d not find their job role or felt that the infor
mation they received fitted their role
“That’s really useful…to
tailor it the way I want
it.”
Teacher, Manchester
“Good layout, very
bright, very clear,
accessible, current with
it being online .”
Teachers, Manchester

16. Response

17. Commercialisation
Classroom teacher,
Leadership,
Print/digital combination
packages

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info@pagelizard.com
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@pagelizard
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