It may have shocked many observers but the Independent’s decision to scrap its newspaper was neither rash nor quick, having been considered by executives for five years. Now it’s made the jump, the newspaper is exploring as many revenue streams as it can.
It’s a commercial charge predicated on two objectives; one is how to preserve and grow the Independent brand and its journalism over the next 30 years and secondly to build a sustainable business. For the latter, programmatic has been identified.
The dynamics of the advertising market alone have changed significantly over the last five years – particularly Read full story ›
Source: The Drum
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