Mutant publishing is the emerging condition of the publishing industry, which must develop new forms in a regenerative startup process to meet digital challenges.
The publishing industry is being profoundly impacted by the advent of digital platforms, which are challenging business models and the very role of publishers. Faced with such a serious threat to the publishing ecosystem, publishers to avoid mass extinction must respond with substantial mutations. However, it is not necessarily the case that the winning bodies of the future content habitat are born within classic publishing: the Lugano-based Moebius Foundation has created an observatory and award dedicated to mutant publishing, which must broaden its gaze into the worlds of startups, digital native businesses and contaminations with emerging strands such as participatory communication, liquid ecommerce, social media and search engines, and artificial intelligence.
In the face of the predictable extinction of many existing publishing strands, others will emerge, aimed at meeting audiences in new contexts of use. Think about how much more time we will have to enjoy content when we own a self-driving car. And how many times we will have to virtually return to our school desks to train for new professions.
AI offers numerous opportunities to reinvent publishing products and business models for newspaper publishers. By integrating advanced technologies, newspapers can generate new sources of revenue, improve their efficiency, and personalize content for their audiences.
AI can analyze user data to offer tailored content and suggest personalized subscriptions based on users’ interests. A platform could create variable subscription packages that include industry news or specific insights, increasing the reader’s perceived value.
Using AI to track user interactions, newspapers can offer a “pay-per-article” model, allowing readers to pay only for content they actually consume.
With AI, newspapers can implement hyper-personalized advertisements based on users’ behaviors and interests, maximizing ROI for advertisers. For example, an article on renewable energy can include ads for companies in the industry, calculating the best time to show them based on the likelihood of conversion.
AI can generate translated or culturally adapted content, allowing newspapers to expand into global markets without significant additional costs.
Offering B2B services with AI: Journalists can use AI-based analytics tools to provide business insights, industry reports and market research. A newspaper could sell customized dashboards with real-time updates for companies in a specific industry.
Automated video and podcast production: AI can transform written articles into videos or podcasts, creating alternative formats that attract diverse audiences and enable monetization through video/audio platforms: Articles on complex topics can be transformed into easily understandable animated explanations.
Development of immersive experiences. Through AI-supported virtual reality (VR) and augmented reality (AR), newspapers can create immersive content that increases audience engagement and attracts sponsors.
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