The Thing About Ads

A perfect place for tailored and more specific online advertising. The Independent’s website is one of thousands that places advertising front and centre, so whether you are a business looking for advertising space or a consumer browsing after shopping elsewhere, adverts are structured in and around the site in quite a sophisticated manner.

Additionally, the way the online Independent operates is very different to its print predecessor. It’s certainly not alone in having to tweak its approach to phrasing headlines that grab attention. Sites like Upworthy and Buzzfeed use ‘clickbait’ wording all the time, and other news providers simply have to evolve to do the same if they are going to compete.

Unfortunately, this has given the Independent a reputation for spinning low quality news to win clicks. This makes the sad demise of the print edition more notable, because long form articles have been overtaken by bitesize, tweetable content.

The Benefits of Digital-Only

A digital only newspaper may have its challenges, but it’s not all doom and gloom. The Independent is brave in forging a new attitude to news, and it has the chance to create real change.

Digital outlets can quickly bring stories to the public, which is a hot topic for media publishers and social networks alike. While Instagram, Twitter and Facebook are working on delivering breaking stories in new ways, sites like the Independent have the infrastructure set up already.

Additionally, the Independent now has a golden opportunity to experiment with news delivery. This might mean branching out into video and audio, building collaborative news reports or covering niche topics in more detail. In print, this isn’t really possible. On the web, the potential is there.

New Horizons

When the Independent launched the i newspaper back in 2010, some journalists predicted the slow demise of its parent publication. Few would have expected it to convert to digital-only just 5 short years ago. Yet as we all scan the web for articles on the subjects we’re interest in, it becomes obvious that creating quality content is not cheap to produce.

Many readers will miss the physical version of the Independent, and so the playing field is levelled for the digital version to evolve. Let’s see how the organisation uses the situation to its advantage in the coming months and years.

Written by Emma Puzylo April of 2016