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	August 1, 2008 What Does An Audience-Focused Model Really Mean For Publishers? Forrester Answers Publishers' Frequently Asked Questions by Sarah Rotman Epps with Carrie Johnson, Charlene Li, Kate van Geldern

This is an excerpt

Executive Summary

Forrester has been advising publishers that growing revenue profitably online will require embracing an audience-focused model — that is, selling ads against their audience wherever and however they can through any digitally connected channel. During a recent Webinar for Editor & Publisher magazine, Forrester fielded questions from newspaper and magazine publishers who wanted to know more about how print publishers can embrace an audience-focused model to thrive in an online world. This report answers publishers' most frequently asked questions about what pursuing an audience-focused strategy really means.

TABLE OF CONTENTS

• 1. What does Forrester mean by "audience"?
• 2. Are you saying that audience is more important than content?
• 3. Will online revenue ever offset print losses?
• 4. Do all forms of content delivery need an established ad-supported model?
• 5. How do forums and other social media generate revenue for publishers?
• 6. What technologies are necessary to embrace an audience-focused model?

This is an excerpt