Fueled by Facebook, The Independent tests the waters on US expansion
The Independent is the latest U.K. publisher eyeing the U.S. for digital growth. And it’s not bringing its print pages with it.
The Independent saw 11 million unique visitors from the U.S. last month, says comScore, almost as many as its U.K. audience of 14 million uniques. Much of The Independent’s U.S. audience growth is a product of social distribution. One of benefits of social media is that it puts all publishers on a level playing field. Any foreign publication has an equal chance of landing in a reader’s Facebook feed as a domestic outlet. In effect, every publisher has a global audience, even if it only writes for a relatively smaller group of people.
“When you see those numbers from U.S. visitors going up in your analytics, obviously you’re going to start thinking about how well you’re actively going after those people and what they’re thinking when they come to you,” said The Independent digital editor Christian Broughton.
The Independent is setting the groundwork for a deliberate editorial and business expansion that it hopes will push its international audience numbers even further upward. It has plans to build out U.S.-based editorial and sales teams. It will also create a U.S.-centric landing page in the coming months, he said. It also plans to increase the amount of its coverage written for U.S. readers and to push those stories out to U.S.-specific Twitter and Facebook accounts.
The big question is whether the Independent can carve a niche in a U.S. media market populated by not only American incumbents, but fellow U.K publishers as well. Both The Daily Mail and The Guardian have expanded to the U.S. as a way to go beyond the smaller, more saturated U.K. market.
The Independent is positioning itself between its fellow U.K. publishers by sporting an editorial mindset centered on news coverage that’s both journalistically neutral and written for a global audience. And Broughton said that approach should let the brand travel seamlessly to the U.S.
“We’re not one of those newspapers that takes a global event and tries to find a British angle on it,” he said. “We’re not parochial in the way that many titles here are.”
But whether U.S. readers are looking another news source, British or not, is an open question.
“There are enough media companies in the U.S. that write from an U.S. view, but I can’t tell if the U.S. readers want to hear or read the outside one,” said Dietmar Schantin, founder of the Institute for Media Strategies. “This is something that needs to be found out. If the Independent can attract critical thinkers, who are bored with Fox or anything that only tells the U.S. view, then there might be a chance.”
Advertising, mired in racism, has a long road to recovery
Companies need to respond to the racism row with genuine intentions or not participate in the conversation at all, anything in between can be very disingenuous.
‘The boundaries have broken’: Employers deal with the reality of workers bringing their ‘whole selves’
ven as employers have touted “bring your whole self to work” theorems over the past couple of years, it’s forgotten that that privilege has only really been afforded to a few. For many, bringing your whole selves to work isn’t an option. And the realities of the current work-from-home brigade mean that many haven’t been given a choice: When work is literally in your home, how do you keep it at arm’s length?
How publishers are changing branded content operations to remotely produce high-res campaigns
By using emerging technology like camera drop kits to ensure higher resolution content, branded content studios are able to ensure clients achieve brand safety.
SponsoredVideo: Marketers discuss the future state of less interruptive in-stream ads
In a new video, experts from GumGum, The Martin Agency and Pinterest discuss the future of video advertising — and outline their vision for how video ads can be less disruptive.
MediaMath explores a possible sale
The ad tech company is working with investment bank Centerview Partners on the process -- which could also include a debt refinancing -- according to people familiar with the matter.
With the latest crisis, media needs to back up words with actions
For the media industry, this was a week of introspection -- and a time of decision. For all the progressive ideals espoused by publishers, marketers and agencies, most fall well short when it comes to turning words into action.