Welcome to the Digital Publishing Strategy Academy Classroom

Welcome to your Digital Training Academy programme

Mon, 31 Dec 2012 14:59:00 +0000

At Digital we help web publishers achieve more: more engaged readers, more enticing content, more advertising sales. We’ve been doing this since 2000 and have delivered training in more than 20 countries. Whether you’re a newcomer or experienced internet publisher, the Digital Training Academy is a great way to boost your knowledge and skills, helping you and your team get the most from your sites and their energy. We hope you'll enjoy your Digital Training Academy, and also that you'll instantly be able to achieve more in your firm. This learning programme includes online lessons before and after the face-to-face parts of your Digital Training Academy, and there's also an opportunity for direct tuition in your Digital Classroom.

Now take a moment to find out how your Digital Training Academy works

Classroom discussion space for digital publishers

Mon, 31 Dec 2007 14:58:35 +0000

Here is the place you can discuss issues with your tutor and other Academy participants.

Do you have questions for your tutor? Is there something that was not clear in your Digital Training Academy? Is there a new point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Give your comment a short title to make it easier for other students to scan, or include the title of the Academy Lesson your question relates to (if there is one). The classroom is open for three weeks following your Academy.

Training for publishers

Sun, 30 Dec 2007 15:58:35 +0000

We’ve been training teams in the creative and media industries since 2000 and our sole focus is on the digital aspects of classic business and publishing skills. From publishing strategies and media sales to marketing and design, our Training Academy programmes change the way companies behave.

Learning is fun, fast and focussed, with lessons structured around the theory, case studies and action plans for applying what we teach. Although we’ve worked for some of the largest newspapers and websites in the world, we can run intimate in-company classes for small publishers as well as large scale programmes for re-skilling hundreds of people.

Some of the most popular courses for publishers:

Digital Media Sales Academy – Boosting advertising sales revenues
Digital Publishing Strategy Academy – Executive coaching for leadership teams
Digital Audience Building Academy –Increasing traffic to your websites
Digital Email Publishing Strategy Academy – Creating powerful email publications

Our focus is on using the web effectively in marketing and publishing, and the origin of the 40 courses were in the training and coaching we began for internet publishers ten years ago.

Our Academy Managers customise the training to suit the specific needs of publishers and can normally deploy a course within four weeks. Email Admissions@DigitalTrainingAcademy.com for more.

Executive and Leadership Academy programmes for coaching senior teams

Sun, 30 Dec 2007 14:58:35 +0000

For ten years we’ve developed insight and coaching programmes to give senior teams the edge their brands and websites needed. We blend marketing and communications strategy with digital insights to build smarter models for engagement and more successful sales for brands. Our consultants have been leading industry thinking since and some have been coaching senior management in digital media and marketing for 15 years. Based in London, our teams have worked in 30 countries, and across dozens of sectors to match the complex needs the brands we support.

Get in touch email TheTeam@DigitalStrategyConsulting.com | Coaching leadership teams | International coaching programmes in digital publishing and online marketing

YouTube Playbook for marketing– creating and optimizing online video content

Wed, 21 Nov 2007 17:16:08 +0000

Are you creating online video content? Are you optimizing online video effectively? Are you wanting to build strong always-on online content? If so, then the latest tips come in the form of this YouTube Playbook for marketing managers.

The YouTube Playbook that has been produced by YouTube’s owner, Google, and pulls together best practice examples from across the globe and across dozens of industries. It explains the processes to really help your YouTube strategy fly, and here at the Digital Training Academy is part of our deep dives in video content design.

The Playbook is split into a number of practical sections that illustrate how you can make an always-on video strategy that delivers real value.

• How to use and develop a successful branded YouTube channel?
• How to design content and program calendars?
• How to optimize the content so it is discovered through search?
• How to build a community through YouTube and engage with consumers?
• How top integrate branding and calls to action that work and deliver real value.
• Using analytics with YouTube so that you can tell when you are winning and real optimize to deliver the highest ROMI.

Once you’ve downloaded the playbook, if you have any questions, contact your tutor here at the Digital Training Academy.

Read full report: YouTube Playbook for brands and agencies

Strategies & Insights: Navigating the perfect storm

Wed, 21 Nov 2007 17:16:07 +0000

The global recession accelerated structural change in the readership and advertising markets newspapers serve, creating a perfect storm that threatens the very survival of most newspapers – both on and offline. As the ad revenue shortfalls bite and online newspapers fail to get the same audience growth as internet pureplays, newspaper leadership teams are faced with tough choices. Many fail to monetize those audiences effectively, lacking the models and skills to raise advertising yields and additional revenue streams. It’s tempting to cut digital publishing rather than see it as core to future revenue platforms, however the decisions media firms take during the next 18 months will have disproportionate implications on the future of their brands. For some those futures will be painfully short: many newspapers will not survive the recession and its aftermath. After 15 years in the online publishing sector, Digital’s team share examples of their strategic insights and practical experience with publishing leadership teams. This Digital Insight Report accompanies in-company strategy programmes for media groups eager to navigate the storm and chart a safe course for blended on and offline publishing.

Read full report: Navigating the perfect storm | Read comments around the report

Strategies & Insights: Building sustainable online audiences

Tue, 20 Nov 2007 17:16:07 +0000

Building a successful online media property means building a sustainable and resilient audience. The dynamics of audience acquisition and engagement on the web are different from those in classic media channels and although they hinge on the delivery of great content that satisfies audience needs, marketers have to work hard to acquire the right audiences at the right price. Add to that the competitive landscape where every other site is only a click away and there are many challenges in getting the model right. In this report we collate smart tactics for getting audiences into and back to the content.

Download report

Strategies & Insights: Building a powerful travel site: using the toolbox fully

Fri, 16 Nov 2007 13:21:44 +0000

These notes are the write-up from a product development discussion about the travel sector. They reflect key elements media brands would want to consider in developing travel-focused online services, and also underscore the challenges in getting the formula for product development right. In the web environment, consumers can have many needs met without relying upon classic media brands, so as publishers and broadcasters complete their migration to multi-channel providers, they need to broaden their proposition and reposition their role. If the business model relies on acting as intermediaries between buyers and sellers – bringing together focused audiences that become value in the advertising proposition - then the formula for success online means developing services that are so strong and compelling they draw in audiences time and time again through a 'must-have' proposition.

Download report

Strategies & Insights: It’s crunch time for newspapers, both in print and online

Fri, 16 Nov 2007 12:49:16 +0000

Conference speech, International Newspaper Marketing Association, 2008 | by Danny Meadows-Klue

Newspapers have run out of time. It’s crunch time because the online newspaper model for most is little more than an enhanced copy and paste of the print title, with archives and minor discussion – a model pretty much the same as the mid nineties. Most newspaper group have failed to shift their web editions into high traffic community hubs that can act as a transition for advertising revenue as it migrates further out of print.

Continue reading here

Strategies & Insights: Finland, exception to the trends?

Fri, 16 Nov 2007 12:47:45 +0000

Finland has one of the highest rations of newspaper titles to population anywhere in the world. There are 200 newspapers mastheads for just 5 million people. On the surface this suggests the newspaper industry remains neatly protected from the changes in readership dynamics elsewhere in Europe. Our take is that this is not the case, but instead, the geographical boundaries, the tradition of newspaper reading and the affluence of the Fins have created barriers to change that are less permeable than those in North America and Western Europe. The storm is coming, but will take eighteen months longer to be felt heavily in much of Scandinavia.

Strategies & Insights: Related Digital Insight Reports

Wed, 07 Nov 2007 17:16:07 +0000

In our research reports about internet marketing, web publishing, online audiences and the future of communications we have hints and tips you can use.

Digital Insight | Blended and connected marketing - Why harnessing Web 2.0 techniques demands changing your classic marketing

Digital Insight | UK: Digital advertising market commentary - Market growth and evolution

Digital Insight | Join the party: Getting a handle on online communities

Digital Insight | Search strategies for publishers: Key questions facing website publishers

Best practice web publishing: Digital newspaper publishing strategy

Mon, 29 Oct 2007 14:59:00 +0000

Online news media is a laboratory for the growth and change of internet publishing. Since Europe’s first online newspapers launched in the early 90s, growth in audiences has been rapid, and as the print sector’s audiences continue their inexorable decline, web readership makes for a staggering contrast. By looking at how the product development key titles has changed over time, media groups can uncover new benchmarks for web publishing.

Here we collate a few examples of different aspects of best practice.

Best practice web publishing: Guardian.co.uk globalisation

Tue, 16 Oct 2007 13:21:44 +0000

The Guardian is in a unique position among British newspapers, a charitable trust with a share holding structure that historically let its regional newspapers support the national title. But the aim that emerged in the last few years of repositioning as the international liberal voice is a massive leap for the brand and its teams. However, with a focus on the global, an intuitive understanding of social media, and shifts in their rights and workflow process, The Guardian is achieving the rare global expansion of a once national title. Not surprisingly the web is at the heart of this.

www.guardianamerica.com | Continue reading here

Best practice web publishing: Telegraph.co.uk - News and cultural change

Tue, 16 Oct 2007 13:16:44 +0000

Integrated text and video editorial news with the web teams deeply integrated into the newsroom. UK’s first online newspaper led the market in the 90s but lost its lead from 2000. Following internal reorganisations and a succession of restructures, the titles shifted offices and cultures, moving into a purpose built integrated news room that unlocked a stepchange in both publishing and management control.

www.telegraph.co.uk | Continue reading here

Best practice web publishing: Guardian.co.uk on social media

Tue, 16 Oct 2007 13:10:19 +0000

The Guardian achieved the stepchange in social media by involving its audiences deeply within the sites. They created mass reach by syndicating content across many social media platforms.