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Publishers must provide unique content to increase revenues, according to David Gilbertson, CEO of Emap.
Speaking at today’s Association of Online Publishers Summit, Gilbertson said it was vital for publishers to attract a quality audience rather than simply high traffic volumes.
“If publishers can find content distinction and a value proposition then they can drive an attractive return,” he said.
During his speech, Gilbertson spoke of the opportunites that exist for business-to-business publishers. “Although we have fewer customers we know them intimately and we can talk to that audience. The relevance is high and the wastage low,” he said.
However, he added that publishers need to use digital to develop services that will convince consumers to pay for online content. “We need to build further services to amplify our offering. This could be building an online business directory or statistical services. A diet of pure news isn’t enough to sustain a higher price point.”