Why ad blockers will help content evolve

Man-791049_1280Ad blocking is one of the more controversial features of Apple’s new iOS release. Apple prefers to call it “content blocking”, but it’s mostly intended to block all those pesky website ads that nag us every day.

Publishers are, of course, totally freaked out at the prospect of their content being consumed without monetizing the accompanying ads. And although ad blockers have been around for quite awhile, they’ve become a front-page story because Apple now makes it so easy to eliminate ads in their Safari browser.

To assess the impact of ad blockers in web browsers I think it’s worth studying the evolution of a similar medium: Television. TV started with totally free, over-the-air broadcasts. Advertisers subsidized those shows and everyone was happy.

Then cable arrived and an interesting thing happened: Most of us were willing to actually pay for all those free channels. Why? Two reasons: Better reception and more channels, although not the hundreds of channels available today. I remember our family’s first cable connection back in the early 1970’s. We went from three fuzzy stations to approximately 12 crisp, clear ones. That wasn’t a huge increase but it was important enough for my parents to sign up for a monthly payment.

Today we have cable, satellite, etc., with ad-subsidized channels, pay channels and that wonderful technology known as the DVR; each of these have their own business models. But with website content the business models still appear to be stuck in the early cable TV era.

On the web we have access to both free, ad-subsidized content as well as content behind paywalls. As ad blockers become more mainstream it forces publishers to make a strategic choice with their free content. Some will continue what they’ve always done: offering free content and now accepting the fact that more reading is taking place without the benefit of ad impression income. Others will push more of their content behind a paywall, reducing consumption but enjoying a false sense of contentment knowing that they aren’t being gamed by the ad-blocking crowd.

Others will embrace something in between. Their content will still be free and ad-subsidized, but in order to access it readers will have to agree to view the accompanying ads. Call it the “ad blocker blocker”. Technology will be developed to display the content only if the ads are also displayed. In fact, you could argue certain mobile apps and video pre-roll ads without skip/fast-forward buttons are examples of how this is happening today; perhaps we’ll see more publishers push their free content off the web and into mobile apps where ad blocking isn’t quite as easy. Yes, solutions will be developed to override this model as well, taking the cat-and-mouse game to a whole new level. But for the free ride to continue, mechanisms like this will have to emerge to ensure content creators and publishers have the revenue stream to keep producing.

It’s an evolution and only the strong and efficient will survive. But it’s also an important step leading to what I believe will be a future with deeper content engagement. After all, if readers find your ads so irritating, doesn’t that say something about your website experience? The ad-blocking movement should be a wakeup call for publishers everywhere, forcing them to do something radical: make the advertising experience more engaging and less annoying for readers.

Rethinking your mobile strategy

Iphone-410324_1280Scan today’s news and you’ll undoubtedly see plenty of stories about how the majority of content is being consumed on mobile devices. In fact, you’ll probably use your own mobile device when you do that scan.

Like many of you, I read all my books on a tablet and most of my short-form content on my iPad Mini or my Android phone. Even though I spend several hours in front of a computer every day, the majority of that time is spent using productivity tools like PowerPoint, Excel and Outlook. I’ll read the occasional web page on my Mac but my phone and tablet are my go-to devices for business and casual reading.

The pundits say that publishers and content distributors need to think about smaller screens and shorter pieces of content. They’ll go on to tell you that responsive design is a must and it’s critical to granulize content so it can be read in smaller slices of time.

The oft-used scenario is someone standing in line at the grocery store. They’re bored and looking for something to do. Their phone is always with them, so how can you take advantage of that opportunity and cater to their need?

I think we’re missing a huge opportunity by simply saying existing content needs to be restructured and apps need to optimize every square inch of screen. Publishers should be thinking more about companion content for mobile, not just reformatting what they’ve already produced.

Here’s an example: I finally got around to reading David McCullough’s wonderful book about Harry Truman. Each night I read a few more pages before I go to bed. There’s no way I’d ever consider opening that ebook on my phone and trying to read it in line at the grocery store. In order to really engage I need at least 20-30 minutes of book reading time, not two or three minutes in a checkout line.

So although I’ll never read Truman at the store, I’d be thrilled to spend that time in an app that provides tidbits about Truman. Let’s take that a step further and suggest the app should offer more than random facts or stories about him; rather, it should use information about what I’ve read so far and it tailor today’s suggestions accordingly.

This app will know that I’m currently reading about the 1948 presidential election, so it gives me links and summaries of all the activities from that fall. The app also knows what today’s date is, so it’s able to provide noteworthy info from “this date in history” (e.g., September 14) as it relates to Truman’s life.

In short, the companion mobile app leads me to deeper engagement with the book I’m reading each night. Having access to something like this would only make me more excited to read the next installment of the book.

Don’t overlook the marketing opportunity this represents. Give the app away for free and promote other related titles inside it. That means tossing in samples of other related books. You might want to include other types of advertising in it as well. I don’t care how you monetize it; just make sure it truly serves as a valuable companion to the book I’m reading.

The UI for this could follow the same metaphor the Google mobile app uses. Simply tap the cards you want to want to open and swipe to discard the ones you’re not interested in. The app learns what you like and adjusts future recommendation cards accordingly (e.g., maybe you prefer more YouTube videos and less long-form articles).

Although a mobile strategy certainly needs to consider the screen size and a consumer’s on-the-go reading habits, sometimes the content’s original format shouldn’t be altered. Instead, think about the deeper engagement opportunities a companion mobile product could offer.

How Amazon Underground will affect content pricing and business models

Screen Shot 2015-08-31 at 9.29.05 AMAs interesting as the all-you-can read models from Next Issue, Oyster Books and Scribd are, I believe Amazon just introduced a new model that’s likely to be much more disruptive in the long run. I’m talking about Amazon Underground, where paid apps go to be free.

If you haven’t heard about Underground it’s a collection of paid Android apps that are now available free if you download them directly from Amazon. The initial collection is mostly games but it will undoubtedly grow over time. It’s also important to note that the catalog includes paid apps as well as those with in-app purchases (e.g., additional levels for a game); those in-app options also become free in the Underground world.

App developers get paid for engagement in the Underground model. So if their app gets downloaded but never used they earn nothing. On the other hand, if their app is wildly successful and used extensively, Underground represents a whole new developer revenue stream.

Any app developer will tell you there’s an enormous difference between the number of downloads of a 99-cent app and that same app as a freebie. Amazon gets that and may have cracked the code in leveraging free while also driving revenue.

It all has to do with advertising revenue. You may not see much (any?) advertising in some of these apps today. For example, I haven’t seen a single ad in a casino game and Office app tool I downloaded. That will undoubtedly change in the future. After all, in order to keep investors happy, Amazon’s losses today always need to point to profits and other benefits in the future.

What are those benefits?

First of all, it’s an interesting way to co-opt the Google Play store. Remember, you can only get these Underground apps direct from Amazon, not Google. I’ve got to believe Amazon’s own app store isn’t exactly thriving, so this is a great way to give it a gentle boost.

Second, all those Underground apps you download ultimately pull you deeper and deeper into the Amazon walled garden. This too might not be apparent today but it will become crystal clear when those ads start popping up. And don’t forget that you’re opting into a model where all your app usage is closely tracked. After all, that’s how Amazon determines how much to pay developers. If you’re a privacy freak, Underground is not for you.

Why should publishers care about Amazon Underground? It sounds like an interesting model for game developers but not all that applicable for books, newspapers and magazines, right?


I’ve been talking about advertising in books for quite awhile now and I think Underground represents a viable, incremental business model for this vision. It’s obviously not the best option for some content but I’m convinced enough publishers and authors will embrace it, so much so, in fact, that naysayers will even have to consider it.

Let’s be clear about this though: I’m not suggesting an ad-based model will generate the same amount of per-unit revenue as the paid edition. That’s simply not going to happen. If a publisher is earning $5 per copy sold of an ebook today they might only earn ten or twenty cents (at best) from each download of the Underground version.

So why would any publisher ever agree to this?

It’s all about extending reach. Sure, nobody wants to trade a $5 sale for one netting ten cents. But what about all those readers who aren’t going to buy the book, newspaper or magazine to begin with? You’re netting zero from them today and possibly ten cents from each of them in the future. All that, with no cost of goods, btw.

Here’s another interesting use-case: Underground becomes a better sampling solution. Once the service is loaded with a bunch of ebooks, readers will be able to download the entire catalog without paying a penny. Amazon won’t be on the hook for any payment till pages are read. Consumers who like what they see but get frustrated with all the ads will always have the option to go back and actually pay for the original, ad-free edition. The rest of us will simply deal with the ads and enjoy the free ride.

That sounds like a win-win model for quite a few books, newspapers and magazines.

It’s time to radically improve the content sampling experience

Bulb-305162_640The goal of the content sample is to acquire new customers, right? So why are publishers settling for sample content models that are outdated and largely ineffective?

Look at ebooks, for instance. Publishers mostly rely on retailers for discovery and distribution, just like how they sell the full ebook. To make matters worse, most of these samples are under lock and key inside each retailer’s walled garden. What if you want to send your friend the great sample you just read? Even though publishers should fully embrace and encourage readers to pass samples around it’s next to impossible in today’s model.

Newspapers and magazines aren’t much different. Yes, they tend to offer some number of free articles on their websites. They even offer email campaigns where the links to these articles automatically appear in your inbox every day or month. One of the benefits of the old newspaper and magazine format is the original container though. Even though containers are disappearing over time there’s still a benefit to having the material presented in a curated manner as envisioned by the editor. So why not make samples available in that format as well as the website version? Put it in an app and make it portable, so prospective customers simply download and go. And don’t forget to include the ads; after all, samples can also represent another revenue stream. 

Speaking of containers, why aren’t more publishers doing cross-container sampling? My local newspaper knows my reading habits. I use their mobile app to stay up-to-date with local news while I’m on the road. So why aren’t they using that information to offer me samples of books on those topics I tend to read most often? Book publishers would love this opportunity and I’m sure an affiliate deal could be cut with the newspapers so everyone enjoys a portion of the resulting revenue stream when I purchase an ebook through this sampling model. It’s also a way for the newspaper publisher to add some value and show me they’re really paying attention to my interests.

Next, how about making these cross-container samples bigger and therefore more valuable than the ones I can get elsewhere?  Again, it’s a way of adding value to existing subscriptions or prior purchases.

Lastly, once and for all, publishers, please start encouraging a frictionless sharing model with your samples. Make it super easy for me to email the sample to a friend. All my friends don’t use the same ebook platform I use. So if I’m enthusiastic about a new sample I just read, make it easy for me to share all the popular formats with my friends.  And please, please, please…remove DRM from samples. You want these assets to become a viral sensation, so it’s time to remove all the obstacles that prevent this from happening. 

3 content pricing models from the future

Euro-447214_1280The year is 2020 and I’m about to make a digital content purchase. It’s amazing how much the industry has evolved in the past five years. For example, pricing is no longer a one-size-fits-all, take-it-or-leave-it component. I now have multiple pricing models to choose from: 

Social bulk discounts – That digital newspaper subscription I’m considering offers a 50% discount if I can get at least 30 of my social network friends to subscribe as well. Yes, the Groupon model is still alive but with a twist. In order to take advantage of the deal I first need to rally commitments from my friends. If successful, all the participants are also committing to broadcast their purchase via Facebook, Twitter or whatever other social network they opted in with.

Advertising-subsidies – It finally happened and publishing purists are still complaining about it. Meanwhile, the rest of us are thrilled to choose from two different options and price-points when we buy ebooks. Those who prefer the traditional ad-free approach pay full price while others pay less and are presented with ads as they read the book. Even deeper discounts are offered to consumers who agree to share their name and email address with sponsors and advertisers. I’ve completely embraced the ad-subsidized approach and find the same as reading a magazine or newspaper.

Clubs – Ever wonder what happened to the old record and book clubs of yesteryear? They’re back in the digital world. I get to choose from 3 deeply discounted ebooks to open my account and then I commit to paying full price for at least 10 additional ebooks over the next 12 months. If I fall short of that commitment my credit card gets hit with a penalty charge at the end of the term, so better to just buy all the books I want rather than pay a fine with nothing to show for it.

I hope you agree that tomorrow’s pricing models are terrific for consumers. The data and buying commitments ought to be good for publishers and retailers too, right?

You probably quickly surmised that Amazon isn’t a fan of any of these, mostly because they want to own all the data and sell it to publishers. That’s OK though because all the other retailers recognized the benefits and now offer all three models. Publishers are also using them in their direct-to-consumer efforts on their websites. As a result, the retailer playing field has been leveled a bit, benefiting both consumers and publishers.

Rest assured, the future is bright (but the Cubs still haven’t managed to win a World Series).

Content, technology and the digital scrapbook of your life

Every year it seems our cell phones take on new roles in our lives. Long ago flip phones merely enabled you to make calls. Today’s smartphones are loaded with sensors to do everything from track your health to tell you about a sale at a local store.

I think it’s time for our phones to do even more and this involves the convergence of content and technology to automatically create the digital story of your life.

Imagine an app that constantly monitors your phone’s location to do the following:

  • Log where you were today and make assumptions about what you did in each location,
  • Gather and organize content relevant to where you’ve been,
  • Build it all into a living, growing record that you can edit and share with others.

Sounds fairly straightforward, right? Now let’s think about the results of this.

One day you went to see the Reds play the Pirates in Pittsburgh at PNC Park. The app logs the event and pulls in the box score along with a couple of noteworthy articles about the game from the Cincinnati and Pittsburgh newspapers. It also saves the weather information (e.g., “partly cloudy, 61 degrees at first pitch with a high of 68 degrees”) and provides interesting factoids about what happened in sports on that same day 5 years ago, 10 years ago, etc.

On another day you attend your child’s college graduation ceremony. The app checks the school’s calendar and determines you were indeed at the ceremony. This information is logged and because the school was kind enough to expose the graduation program to the app, it too has now been digitally preserved in your stream.

By the way, this imaginary app also offers a user network. So it knows that you went with a friend to that baseball game, and your friend is part of the app’s network. This tidbit is also preserved along with all the great pictures you both took at the stadium. No longer do you have to worry about uploading or emailing photos; your app settings were already configured for two-way sharing between you and the friend who accompanied you at the game. The same goes for the graduation ceremony; now all your friends and family who are members of this service all have access to each other’s pictures.

We could, of course, extend this even further… If you ordered food at that baseball game the information could be logged so you could easily track your diet. In short, any transaction that takes place on your phone could be wired into this app as well. Those transactions that aren’t made with your phone could still be easily integrated: just take pictures of the receipt and the phone does the rest.

The app’s goal is to provide every user with a digital scrapbook of their life. The key is to automate as much of this process as possible. Let your phone and the app figure out what to collect and you can always go in and tweak it later if you want.

There’s also an enormous content opportunity here. I mentioned how the app pulls in content from newspapers but, of course, the feeds could come from anywhere. Ultimately this is a way to redeploy content based on context and preserve it for years and years. After all, one of the reasons you want to gather this information is to remember and relive the events of last week or last year. It’s also an interesting way to build the story of your life, one that can be passed on from one generation to the next. I’d love to have this kind of information about my parents and grandparents, for example.

A variety of business models could be used here including free, advertising/sponsor-based and premium. Ancestry.com and other genealogy services have proven the interest we have in our past. People spend hours and hours sifting through all that historical data, making assumptions about family connections, how people met, etc. An app like this eliminates the guesswork and tells the life story you want to communicate with your friends and future generations.

What to expect in 2015 (and beyond)

Publishing is a pretty slow-moving business. That statement is solidly supported by the fact that the Kindle is now more than 7 years old and the majority of digital content revenue still comes from “print under glass” format. We’re still basically consuming dumb content on smart devices, regardless of whether it’s a book, a newspaper or a magazine.

Because the industry moves at a glacial pace I don’t think we’re likely to see any earth-shattering breakthroughs in 2015. What I do think we’ll see are some seeds of change being planted and a few of the next steps in the industry’s evolution. 

With that in mind, here are five important developments I expect to see in 2015 and beyond: 

Content expansion in all-you-can-read subscription models – No, I’m not just talking about more book publishers participating in services like Oyster and Kindle Unlimited. That’s a no-brainer. What I’m referring to here is that these book reading services will expand into other types of content, including newspapers, magazines and born-digital content that currently sits behind a paywall. And as this happens, watch topic-based, vertical subscription options sprout up within the platforms (e.g., all-you-can-read subscriptions for sports enthusiasts, fiction fans, hobbyists, etc.) In short, these services become your all-access pass to all paid content forms for your particular area of interest.

Content becomes smarter – Publishers have allergic reactions to phrases like “enriched content” or “content enhancement”. That’s largely because of failed experiments with native apps and tools that force a publisher to abandon their existing editorial and production workflows. Just as TV didn’t stop with radio shows in front of a camera, the way content is produced, distributed and consumed will evolve and begin to leverage the smart devices consumers already own. Soon the e-editions will be more than just a cheap alternative to the print edition.

Bundles and sponsorships drive more revenue – Consumers have been trained to expect lower prices for digital editions. Publishers like to blame Jeff Bezos for this but I believe there’s plenty of blame to go around. After all, how many e-editions actually have less functionality than the print version? For example, have you ever tried sharing an ebook, digital newspaper or digital magazine with a friend after you’re finished with it? Prices aren’t going up anytime soon and publishers are anxiously searching for new income streams. Look for bundles and sponsorships to fill the void. That next money management ebook you buy might include an offer for a discounted (or free) subscription to Fortune magazine, for example. Or perhaps that same ebook is offered at a lower price for the month of April thanks to a sponsorship from Charles Schwab. The possibilities are endless.

Successful brands will no longer defined by containers – What are the first things that come to mind when you think of the ESPN and Sports Illustrated brands? I’ll bet it’s “television or cable channel” for the former and “magazine” for the latter. This, despite the fact that both have thriving websites, apps and other digital properties. But that’s precisely why a brand like Bleacher Report can come out of nowhere and draw so much interest and traffic. Yesterday’s brands are often tightly coupled with containers like books, newspapers, magazines and TV while the most popular, highly valued brands of tomorrow will have no particular container affiliation. In fact, being tied to a specific container will be a major drawback in the future.

Content reuse surges – Today it’s almost considered a gimmick when content can be redeployed in new manner. Book content is sold in pieces and collections of short-form articles get remixed, becoming long-form content products. This is a tiny revenue source today, but that’s largely because content isn’t being acquired and developed with reuse in mind. Eventually every piece of content will be looked at through the lens of reuse. This means that every piece of content will be part of multiple products from the start. Compare that to today’s model where reuse is typically an afterthought and redeployment doesn’t happen for months or years after the content was first published.

What do you think of these five items? Agree? Disagree? Are there other areas I’m overlooking that you believe will strongly influence the publishing industry in 2015 and beyond?

The future of content recommendation services

If you’re overly concerned about data privacy you’ll want to stop reading right now because I’m about to give you a glimpse of the future that will make you bristle.

For the rest of you, I’d like to describe a vision I have of how content services will dramatically improve, become widely used, and even paid for, in the not too distant future.

You’re probably familiar with services like Taboola and Outbrain. They’re the technologies behind all the “You may also like” or “Sponsored content” blocks of links that have become ubiquitous on websites. They use sophisticated algorithms to suggest related content you might be interested in reading. 

Then there’s Google. My Android phone’s Google app does a terrific job presenting nuggets of information I might find useful. It’s equally awful at it too though. On a recent trip through Atlanta it suggested the CDC as one of the nearby attractions I might want to check out. I realize Ebola is a hot topic right now but is there really anything in my Google-accessible content stream that would suggest the CDC as an interesting destination for me? 

Google’s app, as well as its News service, are both casting an extremely wide net in the hopes that something in their recommendation stream will cause me to click. Every year I find Google’s stream suggesting fewer and fewer truly relevant articles for me. This, despite the fact that they have access to so much of what I’m doing, where I’m going and what I’m interested in.

What’s wrong with this picture? These services should be improving, not simply providing an even wider pipeline of content, most of which doesn’t interest me at all.

What’s missing is a service that pays much closer attention to who I am and what’s likely to engage me. That’s one of the things I always liked about Zite, the content service that recommends more content based on what you’ve previously read in the app. I used to spend a great deal of time in Zite every day. Then they got acquired and for some reason their stream just isn’t as engaging for me as it used to be.

What’s needed is a service that is much more closely aligned with everything I do, or as much of my life as I’m willing to let it access. I’m talking about my email in-box as well as the websites I visit and even my work and personal calendars. Here are a few use cases for the service I’d like to see: 

  • Prepare for trips – It’s nice that Google shows a card for this afternoon’s flight status, but they could do so much more. How about tracking my personal interests and serving up recommendations for downtime activities? Knowledge of my interests would hopefully prevent an app from suggesting I visit the CDC, for example. This service could also interact with my TripIt account, notice that I made a car rental reservation and suggest a better alternative (e.g., a better rate with another carrier, one that earns me miles on my preferred airline, or a better option like Uber or Lyft, etc.) How about a few facts and figures about where I’m heading? This destination info is available on Wikipedia, so it would be easy to tap into that content source as well as many others.
  • Provide news and research for upcoming meetings – The assumption here is that I’ll allow this service to access my daily calendar. When it sees I have a 2-hour meeting with XYZ Corp next week it begins early by creating and sending me a snapshot of the organization as well as noteworthy news about XYZ Corp. The detailed version arrives a week before the meeting, giving me plenty of time to become an expert on the company. The day before or the morning of the meeting I then get a shorter follow-up with any updates that weren’t available earlier.
  • Stay on top of the competition – The key here is to know the company I work for and the industry we’re part of. Better yet, if it’s a large, multi-sector company, it knows exactly which area I focus on and tailors everything around that space. The service then uses all the publicly available data sources to feed me updates and insights about the competition.
  • Tap into streams from leaders and celebrities – How would you like to gain access to the news and content streams being delivered to people like Warren Buffet or Jeff Bezos? Obviously they’ll want to filter their public version to avoid accidentally leaking confidential information, but there would still be enough content to make for some very interesting reading. Rather than waiting for Bill Gates to tell us what books he read and recommended from last year, let’s see what’s on his inbound content stream today.
  • All this, with no manual configuration required – Some elements of what I’ve described above are available today, if you’re willing to spend a lot of time configuring your keywords and splicing together multiple services. Don’t forget that your interests change over time…and so does your calendar, of course. I want a service that is always up-to-date based on what it sees me doing throughout the day and week. It needs to be fully automated and change as my interests and focus change.

I can see multiple flavors of this service. The simplest one is free and is funded by ads and sponsorships, just like many of Google’s existing services. A paid version eliminates the ads and comes with more bells and whistles. And remember that leaders/celebrities idea? Those could be structured as subscriptions to that individual’s feed. Plenty of people would pay a monthly fee for access to these streams. And although Warren Buffett doesn’t need this additional income, he could always have it flow to his favorite charity.

We’ve got a long way to go before we’ll see a service like this, but I’ll be among the first in line to sign up for it when one arrives.

The marketing tool every publisher undervalues

Why are publishers so scared of free and sample content? Sure, most publishers offer at least one way to test drive their content but they could be doing so much more. I think free/sample content is the single most under-utilized customer acquisition tool out there. Here’s why…

Have you noticed that most newspapers and magazines don’t offer a free e-trial. Or if they do, they bury it on their site. Most of these publishers have always offered free trials of their print product, but free e-trials are almost unheard of. If they’re concerned about chronic freeloaders, why not just give the first few pages of the replica editions?

Even the stingiest publishers let you sample a few articles on their website. I’m sure they figure they’ll at least monetize the ad impressions during that sample period but the same philosophy apparently doesn’t hold up for replica edition sampling. Even if they can’t count those replica edition sampler impressions, why not mix in some interstitial ads between pages for samplers, thereby creating an entirely new revenue stream?

Btw, Amazon, the undisputed king of data and customer acquisition, understands the value of free and sample content; that’s why they typically offer two-week test-drives for newspapers and magazines. Why aren’t publishers following Amazon’s lead? Don’t forget the benefit of gathering prospective new customer names and email addresses; these readers may not opt in immediately but you’ll have a link to market to them in the future.

Then there’s the opportunity for book publishers… Why aren’t they creating super-sized samples available exclusively on their websites? The book samples available on the major retailer sites are generally the same ones publishers offer on their own sites. That’s a huge missed opportunity to establish a direct relationship with those customers.

I realize plenty of book publishers feel it’s hopeless creating a direct-to-consumer channel. They’re clearly not trying very hard though. Here’s another tip: The first thing a reader should see when they open your ebook is a note from the publisher thanking them for their purchase and a link to your site where they’ll find these exclusive, super-sized samples I’m talking about. They should include this messaging in all copies, including the ones sold by retailers. That’s right…use the retailer channels to build your direct channel.

Lastly, how easy are you making it for readers to share that free sample with others? Most publishers put their sample content under lock and key, missing out on the opportunity for pass-along to family and friends of those reading the samples.

Publishers, it’s time to re-think your free/sample content strategy. Learn a lesson from Amazon and start fully leveraging all that terrific content you have to share.

The future of digital content on the road

My wife and I recently returned from an anniversary trip to Puerto Vallarta, Mexico. If you ever have the opportunity to go there, do it; we have nothing but terrific things to say about the city, people and food. The trip opened my eyes to the opportunities that exist for digital content to enhance the travel/vacation experience.

Unlike most hotels in the U.S., our resort didn’t include free wifi access. They instead offer something akin to 1990’s dial-up speeds at $10/day for each device. This model is likely designed to both gouge guests and encourage them to unplug during their stay. I’m sure it works but there are better options that would benefit both the resort and the guests. For example, how about turning the wifi network into a gateway to rich content, services and special offers?

Let’s start by offering a couple of wifi access tiers. A free model includes a slower connection that’s partially subsidized by ads. A paid option offers a faster connection with no ads. It’s the same model you see in many airports today. It’s not the connection that matters though, but rather the content and overall experience the connection provides.

Most travelers are hungry for recommendations of the best local meals, deals and happenings. Here’s where the adaptive content model and opting in to data sharing starts to pay real dividends. The more my app/device knows about my habits and interests the better it can provide relevant content and deals. Think of it as a virtual concierge, but unlike the hotel concierge who knows nothing about you, the virtual concierge has a pretty good idea of what you like to eat, where you’d like to visit, etc.

Let’s also roll in an opportunity for publishers to provide relevant content, acquire new customers and plant the seeds for additional engagement with those customers. How about giving me free access to a daily e-newspaper, for example? And please don’t pick that e-newspaper for me; let me choose one from a list of hundreds offered. When someone’s on the road they like to keep up with news back home. Many of those travelers don’t subscribe to their local newspaper, so what a great opportunity for publishers to expose their terrific product to new prospective readers. Capture names and email address if you must, but be sure to end the trip with an irresistible discount on becoming a full-time subscriber.

This is an opportunity for book publishers as well. Why not offer special samplers to get readers hooked on your authors and products? Better yet, offer access to short works travelers will be able to finish on the trip. Make recommendations (based on data accessible through the adaptive content model) so readers don’t have to spend too much time hunting for something that’s just right for them. This is where the service can combine the knowledge of personal interests (including how fast the user reads) with the visitor’s length of stay to recommend works of certain lengths. Since the content is free the publisher should feel comfortable pitching other products in the reading app. This is another opportunity to capture reader names and email addresses for follow-up marketing activities.

Let’s also not forget that many of these ideas can be extended further with an affiliate program for the hotel or resort; they’re bringing in the customers so publishers and proprietors should be willing to pay finder’s fees from the resulting revenue.

I’m only scratching the surface here but you get the idea. Just as digital books, newspapers and magazines will eventually evolve beyond the print-under-glass model that exists today, I’m confident digital content will find its way into new services like this that can significantly enhance the travel experience.