New Advertising Opportunity for Digital Publishers

by Kunal on April 26, 2013

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Newsreader search experience just got a whole lot more bite-sized, flexible and friendly for beta users of a platform called ‘Unbiasly’, possibly the next big software story in news delivery and consumption since LinkedIn’s acquisition of the Pulse application and Yahoo’s purchase of Summly for an undisclosed amount. For publishers it could be the answer to dwindling advertising revenues and help to bridge the gap between the content they create and readership.

Social media communications platforms are cornering the market on users being able to control how they seek out the issues they are interested in online and offering the opportunity to interact with those delivering the ‘news’ to them. Whereas traditionally publishing houses publish content according to previous accrued data of previous sales, focus group discussions and life-style survey research or topics selling copy for their competitors, then crunched through all the disparate information via strategic reviews, which left gaps in knowledge and risked time lag, with this innovative platform, they have ways of gaining more immediate insights into what their audience is reading NOW and can deliver content where those readers are now spending their time – on social media.

The creators of this site, see this as beneficial to readers too, giving them a new way of consuming what they traditionally bought off the newsagent shelf, or more recently in pre-filtered content via a particular publisher. A publishing house’s content is displayed on in ways that give their readers greater control over what they read, when and how, without prior filtering of priorities by a magazine or journal’s editor; the reader is at once consumer and producer, by interacting with the content they are interested in in their favored format. What is interesting here, is that, they may choose to move between content produced by different publishers. This removal of the role editorial control by publishers explains the name of this user friendly platform:

So for instance, readers getting their news on the go, via their smartphone, checking out their preferred ‘trending topic’ via a hashtag search on Twitter, for instance, now they can search a key word on what they want to find out about either via this mini-blogging site, via Facebook, Instagram or articles. What they will not be aware of is where those articles are published from originally. Thus they are not biased towards e.g. ‘Cosmopolitan’ over ‘Forbes Woman’, for instance.

This symbiosis between reader and publisher is echoed by another unique feature of this new platform. is designed to benefit both the end-users and the producers of news.

In this ‘neutral space’ that publishers pay to occupy, they can also benefit from immediate analytics on how their material is consumed; what is responded to and in what way. This will give more immediate, qualitative and quantitative insight relevant to their advertisers too, thus, eradicating the unknowable variables of effectiveness of such advertising campaigns – a selling point to their advertisers.

Dwindling advertisement revenues are the single greatest threat facing many electronic media outlets currently, but offers a solution. Unbiasly is still in beta, so the platform is still designing the extension of the advertising platforms currently used by publishers, so respective media outlets can advertise the stories that come from their sites.

The content provider ‘s ‘space’is where they can advertise the stories that come from their sites in a way that does not compromise the user’s experience and offers bite-sized, social media ‘tasters’ to draw in readership. Their material can be displayed in three different routes to news, depending upon the amount of content produced.

Unbiasly’s analytic resources benefits both media sites and readers. So immediate intelligence gained about users can be fed into the production process faster: what they prefer to read, reactions, comments and ratings and more. Readership gains by publishers having to up their game, by offering quality content in the way that their readers are demonstrating how they prefer to consume and share such digitally published information.

This new platform could lead the way in offering better quality digital publishing and in turn more readership and thus an “enduring and profitable virtuous circle”.

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