“The Sell Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Neil Vogel, CEO at About.com.
2014 is proving to be the year of the digital redesign. From Fortune to Cosmo, The New Yorker and Quartz, premium publishers are making bets on the best way to make a beautiful product that improves user experience and increases monetization.
Among the millions of questions publishers ask themselves – How should we feature content? How big should we make the images? Font size? Native? Responsive? Infinite scroll? – the only question they should be asking is, “What’s the real opportunity here?”
This is the opportunity: A redesign is the single biggest chance to redefine a brand to all stakeholders, including users, advertisers, employees and investors. It’s a direct reflection of a publisher’s beliefs and value proposition. It’s also a direct reflection of the company’s culture. If a culture is fearful of change or anchored in old ideas, the product will be a direct reflection of that decision. Deciding to not change is an active choice.