The DTC development challenge
One of the reasons publishers fail to adopt a DTC publishing strategy is that their production processes aren’t geared towards digital or multichannel publishing.
Often, digital channels have been adopted as ‘add-ons’ to existing print publications rather than fully integrated. This results in new digital processes running alongside legacy print-centric processes. Or additional workflows happening after print production, to edit and adjust print content for digital channels.
This creates a disconnected experience for readers, who expect to be able to access content consistently across every touchpoint and product in your portfolio.
But it also creates inefficiency for publishers. Either through siloed teams duplicating effort (to create the same stories for different channels). Or through repurposing existing content from one channel to another.
To make the most of the direct-to-consumer publishing opportunity, many publishers require a wholesale review of their strategy.
To create a fit-for-purpose DTC publishing strategy, you need to start with where you want to be two to three years from now, and start putting processes, people and technology in place to achieve it.