The only pivot that might work

“It’s easy to blame the platform monopolies for publishers’ quandaries, but it’s time to also acknowledge that there are simply too many of us in the digital news space.”

Let’s face it: Digital news publishers have little reason to feel optimistic heading into 2018. There’s no shortage of ominous headlines or hot takes from the pundits and media prognosticators who, despite the fact that digital advertising will surpass $90 billion in the U.S. in the coming year, are predicting more pain for publishers.

Only 15 years ago, before the hyper-migration to digital began and a wave of consolidation swept across the print media space, U.S.-based newspapers raked in $67 billion in advertising. As many traditional publishers and newsrooms began to transform their businesses (and continue to do so today), meaningful digital advertising growth proved elusive to most, simultaneously contending with both the fickle demands of the marketplace and having to support an inordinate number of online publishers, platforms, and adtech companies.

Then came along a slew of “digital natives,” backed largely by venture capitalists, and the promise to invent a new publishing model. They stood up modern websites, relied on the social web for content distribution, and chased audiences and advertising businesses that could flourish, free from the shackles of a legacy business. Or so they thought. In reality, what many of these startups succeeded in doing was to launch new media properties, in an already over-crowded space, and produce content the world never needed. If companies like Mic, NowThis News, or even BuzzFeed never existed, would the state of news and journalism in this country look any different?

It’s easy to blame the platform monopolies for publishers’ quandaries, but it’s time to also acknowledge that there are simply too many of us in the digital news space. Digital ad spending continues to soar, but the lion’s share remains hijacked by a handful of companies, and exceedingly, gets vacuumed into the programmatic abyss. But if there’s one silver lining, it’s this: For too long, an excessive number of VC-backed publishers and adtech companies have been able to survive by siphoning off the digital advertising hose. Those days are winding down, however, and 2018 will be a year of reckoning for many. We are already seeing it via reports of missed revenue forecasts, shrinking company valuations, big M&A activity, and of course, pivots!

In today’s digital news economy, either you are a buyer or a seller. It’s time to decide which you are, and act accordingly; getting caught somewhere in between means being dealt a knockout blow, and the VCs won’t pull you off the ropes. 2018 will be all about pivoting towards consolidation, and creating strength-in-numbers alliances. That’s likely a good thing, as it should open up wider lanes for many heritage-based news publishers to maneuver. Those who can look past the headlines and sprint towards the opportunities.

Michael Kuntz is president of advertising sales and brand partnerships for the USA Today Network.

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Juleyka Lantigua-Williams   Women of color will reclaim and monetize our time

Cory Haik   Suffering from realness, pivoting to impact

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Federica Cherubini   The rise of bridge roles in news organizations

David Skok   Finding an information-life balance

Kristen Muller   The year of the voter

Matt Boggie   The intellectual equivalent of the Dead Sea

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Rodney Gibbs   Tech workers turn to journalism

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Alan Soon   The rise of start of psychographic, micro-targeted media

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Juliette De Maeyer   A responsible press criticism

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Charo Henríquez   Training is an investment, not an expense

Edward Roussel   Eyes, ears, and brains

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Jassim Ahmad   Thriving on change

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Sarah Marshall   Loyalty as the key performance indicator

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Rubina Madan Fillion   Unlocking the potential of AI

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Amie Ferris-Rotman   More female reporters abroad (please)

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Raju Narisetti   Mirror, mirror on the wall

Mariana Moura Santos   Think local, act global

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Carrie Brown-Smith   Transparency finally takes off

Renée Kaplan   The year of quiet adjustments (shhh)

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Elizabeth Jensen   Show your work

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Dan Newman   A return to trust

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Corey Johnson   The pro-fact resistance

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Brian Lam   Sketchy ethics around product reviews

Kelsey Proud   No, no, no

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Caitria O'Neill   The new court of public opinion

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Feli Sánchez   The year for guerrilla user research

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Mike Caulfield   Refactoring media literacy for the networked age

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Adam Thomas   Sharing is caring: The year of the mentor

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Matt DeRienzo   A recession, then a collapse

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Trushar Barot   The Jio-fication of India

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Manoush Zomorodi   Self-help as a publishing strategy

Kim Fox   Audience teams diversify their approach

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Nushin Rashidian   Publishers seek ad dollar alternatives

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Kyle Ellis   Let’s build our way out of this

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Felix Salmon   Covering bitcoin while owning bitcoin

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Jarrod Dicker   Honesty in advertising

Alastair Coote   The year of self-improvement

Frédéric Filloux   External forces

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