Earlier this week, Forbes Chief Product Officer Lewis DVorkin riffed on the publisher’s high-octane mobile performance – with half of its audience coming from smartphone and tablet traffic – while casting an eye on the near future.
DVorkin describes the “flow” that now exists among all content on all platforms, and how journalists and publishers alike must find a way to harness it.
“Now, I see the content flow – mainly on phones – as a new opportunity to serve both consumers and marketers. If done right, editorial, native ads, marketing messages (text and video), and promotional elements can live together, even serve one other, all within the flow,” DVorkin writes.
“The trick for news outlets is how to construct a mobile flow with content modules. They must appeal to visitors, but also support video, sponsorships, interstitials, galleries and more. It’s not easy. It takes the right publishing tools, collaboration with the sales and marketing teams (perish the thought), and integration with an ad server. Maybe most challenging: getting editors to think like marketers of content, not simply creators.”
To read more from Lewis DVorkin, visit Forbes.
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