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But it will also benefit publishers with multi-channel advertising offerings that allow them to reach their audiences on multiple touch points, according to Bloomberg Media’s Saltser.
“Brands that are truly cross-platform — particularly with deep video and audio engines to complement great written journalism — will continue to have an advantage,” he said.
It will also continue to encourage revenue diversification, as publishers find that their audiences are too small to support a newsroom on advertising alone.
“Business models continue to diversify away from traditional advertising-only models,” said Complex CEO Aaron Levant. “The publishers that will thrive are those that have diversified business models with multiple revenue streams and a unique point of view on the world.”
