Publishers: getting busy in the (terminal) milking shed

Adam Tinworth
Adam Tinworth


Bit of a farmyard metaphor at work in the journalism blogs this morning:

Roy Greenslade:

You have to hand it to Newsquest/Gannett. They certainly know how to milk a cow to death.

Jeff Jarvis:

Some say those brands are diminishing anyway. So sponsored content is just another way to milk the old cows as they die.

This is what people often miss about the more bizarre decisions some publishers make: they’re not trying to build sustainable business models for the future – they’re milking what profits they can out of titles before they die.

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.