“If it’s true that readers perceive traditional brands with less trust or care, and they’re looking at content as a simple commodity, then publishers will have to give their audiences something new to keep them coming back: An experience that puts user needs front and center. This doesn’t mean getting rid of the ads. It means making all content–including ads–more relevant to readers.”
If publications continue to rely on selling advertising to support their costs, how does that serve the audience’s needs? Fast Company provides three ideas for how newspapers can refocus on readers.