Dwindling display ad revenue is one major roadblock The Guardian Australia sees for its future. And when revenue streams fail, others have to pick up the slack.
It’s why The Guardian Australia has upped its revenue streams from two to ten in the past three years.
“The traffic’s moving to mobile, but the advertisers aren’t paying as much for mobile advertising,” Margy Vary, marketing director for The Guardian Australia told B&T.
Ad-blocking too hasn’t helped matters. Analytics company PageFair recently said ad-blocking in 2015 cost publishers a whopping $US22 billion.
It’s a blow to media companies, but they seem to recognise the issue. Junkee Media recently claimed banner ads were dying and that native content was the way forward.
Nevertheless, when some revenue streams deplete, publishers need others to pick up the slack.
“It’s about increasing the other revenue streams to balance it out, because display is no longer the dominant,” said Vary, “so you’re not too dependent on one.”
Interestingly, plush toys of First Dog on the Moon characters are one of the ten revenue streams, albeit a small one, she quipped.
Events have increased too, as many publishers are jumping on the event bandwagon. Hubspot pinned it as a great way for media companies to make some extra moolah.
Vary said the publisher is teaming up with numerous events around the country to both get the name out there and show support, such as the recent WOMAD Festival in Adelaide, of which B&T travelled with The Guardian as a guest. Too, the publisher is upping its branded content divisions such as G-Labs and G-Live to provide more revenue.
A new revenue stream coming into play within The Guardian is paid membership. While adamant it doesn’t mean the publisher is going behind a paywall – which it’s been outspoken about is not the way forward – there will be exclusive content only available to those who pay.
In no particular order, the other revenue streams include:
- Display advertising
- Programmatic display advertising
- Consumer revenue
- Subscription Revenue
- Content Discovery
- Video revenue
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]