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New Digiday Focuses on Streamlined Audience Development

Digiday has reimagined how it operates within its industry, and how its new design can impact audience development efforts

Digiday has recently unveiled its new website, which has been the first redesign for the company since July 2013. The new site is focused on connecting with the industry and offering audience development methods through reorganized content coverage. Today we take a look through some of these main changes to the brand’s website.

First, let’s look at the coverage buckets mentioned by Digiday for media and marketing. “Digiday’s focus is on the modernization of the media and marketing business. Many times this is viewed through silos: mobile, video, social. But in reality, there’s media (those who create audiences through content or software) and marketers (those who want to sell things to those audiences). We feel like this simple division is a way of cutting through the noise.”

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Digiday is looking to streamline its content coverage with this action, and not create confusion by separating between mobile, video, and social, and still having advertisements in that content.

Furthermore, Digiday is gearing more towards its membership offering with this new redesign. “We are integrating Digiday Pulse. Digiday has rolled out a multifaceted membership program, Digiday Pulse, which includes our quarterly magazine, exclusive content, monthly trend reports, quarterly events and more. Pulse content is now integrated directly into the site experience. We will continue to build out exclusive Pulse content that will be available to subscribers.”

It seems Digiday Pulse is becoming a more significant point of interest for the publisher and the desire to get the audience involved is becoming stronger. This subscription service is comprehensive, as it includes a physical publication, special digital content and reporting, and events. That’s a true multi platform approach, and the push towards promoting this membership product more shows the publisher’s desire in enhancing multiple revenue streams.

Furthermore, Digiday is now offering new content-based ad units. “Digiday has covered quite a bit the pressures of the display advertising business and the rise of content studios. Four years ago we started our own content studio, now a standalone agency, Custom. The evolution of Custom is in shifting from creating article content for clients to creating idea-led executions that take many forms. Our new full page ad unit, appearing on all article pages at the bottom of editorial articles, is a reflection of this shift. It will take the great content marketing Custom is creating and bring it directly to visitors, whether that’s video, a webinar, graphics or a text article.”

It’s great to see a custom content studio develop and expand as we’re seeing with Digiday and its agency Custom. This is allowing the publisher to offer more advertising solutions, dependent on what will connect with the audience the best.

We’re happy to see the evolution of Digiday and wish them success with its content offerings. We’ll continue to share news of relevant redesigns of websites we find important in the industry.

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