Why Publishers With Lists Are Saying Audience, Not Content, Is the New ‘King’
The digital publishing world is changing, giving publishers a new chance to own their audiences and revenue streams directly. In the past, they depended on platforms like Google and Facebook, but recent tech and privacy shifts are allowing them to move away from this reliance. Here’s how publishers can focus on building a more sustainable, audience-centered approach.
For Publishers, Content Is No Longer an Asset
For decades, the common idea was "content is king." If publishers could consistently make enough quality content, they would attract a steady audience and make money. Content was seen as an asset strong enough to withstand disruptions in how audiences were reached and monetized. Until recently, creating lots of good content was a trusted path to success.
But the rise of large language models (LLMs) and the efficiency of AI content has quickly made this old advice outdated. AI can replace publisher content and has disrupted platforms like Google, which publishers have relied on. This forces publishers to rethink their strategies in an industry now deeply affected by AI.
At the same time, the advertising industry is figuring out new ways to use first-party data to deal with privacy laws and limits on Big Tech's third-party data collection. This shift is actually good news for publishers. It gives those with mailing lists or registered users a chance to stand out.
With these industry changes, content has become more of a commodity, while having a direct audience has become more valuable. The risks for publishers are balanced by new opportunities for those who focus on direct relationships with their audience instead of just producing content. For the first time, publishers can really control their future.
Audience Gains More Value With Rise of Identity Solutions
Direct audience relationships have always been valued because they reduce reliance on platforms like Google Search. But even if a publisher could build big mailing lists or collect audience data, they were only solving half of the problem: traffic. Traffic and revenue are both key to success in digital publishing.
With new privacy-focused identity solutions, publishers can now make money from their readers without needing Google. Laws like CCPA and GDPR, plus moves from companies like Apple to end third-party cookies, have led to first-party data systems that allow for ad targeting while protecting privacy. These first-party solutions help publishers command higher revenue and protect against losing value due to cookie changes.
These identity solutions aren't owned by one company. They use secure methods like hashing emails into anonymous identifiers, helping publishers comply with privacy laws while offering high-quality ad options. Publishers using these systems can directly monetize their audience lists, earning more money and reducing risks.
Lists and Registered Users Get New Powers
Advertisers want to reach well-defined audiences, not just buy content. Identity solutions help publishers provide that. Publishers who adapt to this change will be more sustainable and profitable, attracting advertisers who value loyal audiences over pageviews.
Since these first-party solutions are not centralized, publishers can finally stop relying on platforms like Google for both traffic and revenue. While connecting first-party data to all these systems can be challenging, tools like Ezoic’s ezID make setup easier. They handle the complexity of integrating different protocols, almost like linking to email marketing software or uploading a file.
Steps for Publishers to Beat the Competition
- Adopt Identity Solutions Now: Set up tools to securely collect and manage audience data. This protects privacy and allows publishers to control ad relationships, offering more valuable placements. If you have audience lists, there's a premium for that data.
- Invest in Audience Development: Building strong relationships with your audience is key. This means creating content that attracts new subscribers and keeps current ones loyal.
- Refine Marketing Strategies: As your audience grows, adjust how you attract high-value visitors. Using data, publishers can focus on audience value over sheer volume, leading to sustained growth.
Audience Will Reign Supreme for a Long Time
Having a unique, valuable audience is now the best asset a publisher can have. By focusing on audience relationships, using identity solutions, and effective marketing, publishers can create a self-sustaining business model that thrives, no matter what changes happen on the platforms.
