A High Demand for Mobile Drives the Move Toward Online Ads
Worldwide spending on advertising is expected to grow in 2016 and 2017, according to Carat, the global media network. Carat collected data from fifty-nine markets, including the Americas, EMEA, and Asia Pacific. Advertising spending will grow to more than $548 billion in 2016, buoyed by the Rio Olympics and the US presidential elections.
While advertising forecasts remain strong in North America, Latin America, Russia, and Asia Pacific, spending on print advertising is expected to decline. In contrast, spending on digital media advertising is expected to reach more than a 30 percent share of total spending on global media in 2017.
The high demand for mobile, social media, and online video is driving the move toward online ads. As interest in online advertising swells, print media shrinks in prominence.
Converting a print book to digital format necessitates a unique strategy
Although the future of ebooks is debatable, their popularity has nudged many publishers toward developing a digital publishing strategy. It’s common knowledge that the publishing industry has been radically altered: traditional distribution channels are shrinking, Amazon has near-hegemony, self-publishing is an unstoppable trend, and the glorious publishing houses of old have been consolidated. Publishers recognize that developing drastic new strategies is essential to their survival.
Some publishers are adapting to the new reality by releasing ebook editions along with their standard publications. Before releasing an ebook, they have to precisely execute several elements, such as formatting and searchability, which depart significantly from the elements of a print book. Novel methods of monetizing ebooks are also called for. Developing a digital publishing strategy requires attention to new and different details.