The Publisher Lab Ep. 27: Navigating the Evolving Publishing Landscape

Welcome back to the Publisher Lab!

This week we recently had the pleasure of welcoming a special guest to my show, Piper Lofrano. Piper is the Director of Business Development at Ezoic and a seasoned professional in the publishing industry, boasting a decade of experience working with digital publishers. The conversation was a deep dive into the evolution of the publishing industry, the challenges publishers face in the digital age, and the potential implications of Twitter’s rebranding.

You can listen to this podcast anywhere you can find podcasts or watch it on YouTube.

The Evolution of the Publishing Industry

Over the past decade, the publishing industry has undergone significant changes. One of the most notable shifts has been in content distribution, with social media platforms playing an increasingly prominent role. As Piper pointed out, publishers now have a broader reach thanks to these platforms. However, this also means they have to wear multiple hats, acting as developers, SEO experts, and more.

Adapting to new technologies and systems, such as mobile-friendly websites and core web vitals, has also posed a challenge. While technology has made it easier for publishers to access different tools, it has also increased the burden on them to learn and understand these technologies.

Both Tyler and Piper agreed that this can result in larger publishers being disrupted by smaller ones with lower overhead and better business practices. This is a testament to the dynamic nature of the industry and the importance of staying adaptable and innovative.

The Evolution of the Publishing Industry

The conversation took a turn towards Twitter’s rebranding as “X” and the potential implications for the brand. This rebranding could possibly cause confusion for redirects and SEO. Tyler and Piper discussed Elon Musk’s vision of creating a super app, similar to those in China, which led to a discussion about the concept of a super app and its feasibility.While the synergy of technologies working together is appreciated, as seen with Apple products, there is value in using specific tools from different systems and platforms, depending on their strengths. The hosts shared concerns about the rebranding potentially driving long-time users away from Twitter and towards other platforms.

Twitter’s Rebranding and the Super App Concept

The conversation took a turn towards Twitter’s rebranding as “X” and the potential implications for the brand. This rebranding could possibly cause confusion for redirects and SEO. Tyler and Piper discussed Elon Musk’s vision of creating a super app, similar to those in China, which led to a discussion about the concept of a super app and its feasibility.

While the synergy of technologies working together is appreciated, as seen with Apple products, there is value in using specific tools from different systems and platforms, depending on their strengths. The hosts shared concerns about the rebranding potentially driving long-time users away from Twitter and towards other platforms.

The Challenges of Content Creation

As publishers, deciding what content to write about can be a daunting task. Striking the right balance between producing content that drives views and staying true to our values and beliefs is a constant struggle. We compared this to YouTubers, who have a more direct connection with their audience and can tailor their content based on audience feedback.

Understanding the audience and tapping into their interests is crucial. Piper suggested that publishers can analyze their data, such as engagement metrics, to gain insights into what content resonates with their readers. We emphasized the need to look at the data holistically rather than relying on the opinions of a vocal minority.

The Role of AI in Publishing

The discussion also touched on the recent developments regarding the Canadian government’s decision to force social media companies and big tech platforms to pay publishers for displaying their news in news feeds or search results. We both agreed that this approach is misguided as it gives the big tech platforms a strong negotiation position and allows them to negotiate lower prices with publishers.

It then shifted to the topic of AI and its potential benefits for publishers. Embracing AI as a tool and investing time and energy into understanding how it can improve publishing businesses is essential. Piper suggested spending at least 20 to 30 minutes a day experimenting with AI to increase productivity and make publishing more efficient.

The Power of AI in Content Creation

The hosts also shared their experiences of using AI in writing and content creation. Piper used AI to write a letter of recommendation, which turned out to be more eloquent than she could have written herself. Tyler has used AI to write blogs and found that it writes like him, sometimes even better.

AI can also assist in research by providing relevant studies and information to support content. Tyler mentions using AI to find historical examples for his presentations, which saves him from having to search through his own knowledge.

Despite the allure of the latest trends and metrics, we emphasized the importance of focusing on good content. As Piper rightly mentioned, content is still king, and updating and providing relevant content to users should be the priority.

Wrapping Up

This week’s podcast was a rich exploration of the publishing industry’s current landscape, the challenges it faces, and the potential solutions offered by technology. We highlighted the benefits and challenges of the evolving publishing industry, the potential implications of Twitter’s rebranding, and the role of AI in content creation. Its testament to the dynamic nature of the industry and the importance of staying adaptable and innovative. We invite you to join the conversation by leaving questions and comments for Tyler and Piper. We appreciate your support and feedback We would love to hear from you regarding topics you would like us to cover in future discussions.You can listen to this podcast anywhere you can find podcasts or watch it on YouTube