The Rise of the Small

by Jessica Walley

 

In the last few years we’ve seen many printed publications die off and be replaced by an ever growing presence online.

The ability for small publishes to thrive on the internet is getting stronger every day. Improved tools and user friendly website builders make it easy for people to publish and develop stories, even if they don’t have a publishing or tech savvy background.

 

Key factors in driving this new trend particularly include improved publishing tools, free and easy to use website builders, integrated CRM and audience insights, access to multiple revenue streams, improved means of advertising (native advertising) and multiple revenue streams.

Writers and bloggers are also finding new means of revenue through native advertising (highly aligned brand that is almost unnoticeable in its advertising) or via a membership or subscription.

 

here are many examples of independent writers and bloggers forging new ground in the world of online publishing.

Let’s look at two Australian online publishes who started small and are now thriving. Junkee Media is a digital media company based in Australia. Formally known as Sound Alliance, the company was struggling to bring in fresh readers and draw consistent revenue. Sound Alliance launched Junkee in March 2013, an online title aimed at an audience aged 18 to 29 years, after a comprehensive and ground breaking survey of a few thousand 18- to 29-year olds.

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According to Sir Brian Henry Leveson who chaired a public inquiry into the culture, practices and ethics of the British press, “Online journalism creates new and potentially powerful media institutions even as it takes down old ones” [1]

They even went to the effort of heading into the homes of young adults to observe what they were up to when they thought no researcher was watching.

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From the survey Junkee was able to realize what their audience was asking for, they found out that mobile browsing continued to grow faster than any other platform in history, that youth share content on social media that makes them look knowledgeable or is funny, that their biggest fear is missing out and not knowing what is happening around them. And lastly that there’s way too much advertising noise on the net. And so Junkee Media was formed, based on these principles.

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Junkee Media's websites now attract a monthly audience of over 2 million unique browsers.[2] Nearly 70 per cent of the website's traffic comes from mobile devices and the biggest referrer to the network is Facebook.[3] Junkee was named media brand of the year at the 2014 Mumbrella Awards. [4] Qantas and Junkee Media's AWOL was named the content marketing strategy of the year in 2015.

 

Another media brand, which started off small in Sydney, and is now a well-known media source is Broadsheet.

Broadsheet is an online city guide, founded by Nick Shelton in October 2009. The site covers news related to food and drink, fashion and shopping, art and design, and entertainment. It also has an extensive directory of cafes, restaurants, bars and shops which contains professional imagery and short descriptions of each venue. As of March 2014 the site received approximately 450,000 unique visitors per month.[5]

The has become very popular, and is using the native advertising model to get revenue. [6]

 

Native advertising is allowing many online sources to boost its revenue significantly, “Native advertising is a form of paid media that positions the ad as a seamless continuation of the user experience respective to the platform it is placed within”.[7] It is so seamless that it is hard for a user to even pick up on where the advertising is, “Native advertising has undeniable power within the industry. With so many forms, it has an ability to significantly out perform display ads”.[8]

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Broadsheet is ever growing, and it goes to show that a well constructed idea can go along way in online publishing, “Broadsheet is sharp and they’re on the ball. Their job is to get the news first and they package it so attractively. But there’s no depth – it’s as deep as a paddling pool. All of their write-ups are glowing endorsements so you wouldn’t go there to read a critical review of something.”[9]

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In 2016, we have seen the rise of small publishers hit it big in the online market and continue to grow as tools and technology improve. It seems almost as if every day there are new bloggers and writers making their mark, and thankfully begin to employ revenue from their efforts. What will the next year bring?

 

[1] Out of Print: Newspapers, Journalism and the Business of News in the Digital AgeBy George Brock Page 187

[2] Sandev, Miro (19 April 2011). "Sound Alliance Boosts Network with 50 New Sites". B&T. Archived from the original on 25 March 2015.

[3] Mason, Max (3 July 2015). "Half of Junkee Media's ad revenue coming from branded content". The Sydney Morning Herald. Fairfax Media. Archived from the original on 8 January 2016.

[4] "The Mumbrella Awards: 2014 winners". Mumbrella. Archived from the original on 17 November 2015.

[5] "Broadsheet Media appoints editorial director Tim Fisher". Mumbrella. March 28, 2014. Retrieved September 28, 2015.

[6] Simons, Margaret (March 7, 2012). "The Broadsheet effect: is this the most powerful magazine in Australia?". Crikey. Retrieved September 28, 2015.

[7] The Digital Advertising Guide,  Harry J. Gold page 68

[8] The Guardian, “The Broadsheet effect: is this the most powerful magazine in Australia?”. Brigid Delaney Thursday 9 July 2015