Online publications: why the future is on the Internet

The Internet is rapidly changing right before our eyes. Dictating new rules of the game, which should be accepted by online publications, which, together with the advertising sector, are the first to respond to all changes and trends. Online publications need not only to retain the existing target audience, but also to constantly attract new readers, which is impossible without studying the latest trends.

In this article, estet-portal.com will talk about the main forecasts of media market analysts for the future of online publications, about the trends that are observed in the field of online publications at the moment and tell you what owners of online publications who want to to see your «brainchild» successful and established.  

Prospects for the development of online publications and forecasts for the future

Not so long ago, at the prestigious IGNITION business conference dedicated to the digital sector, the forecasts of world analysts regarding the near future of the media industry on the Internet were announced.

In particular, Henry Blodgett, the founder of Business Insider, gave a presentation "Digital Future: A New Breakthrough" in which he named several key predictions.

Forecasts for the future (short and long term) about the development of online publications:

1. Digital multimedia will continue to crowd out all other sectors and channels in the coming years.
2. Unlike traditional types of advertising, online advertising will continue to gain momentum, which is very beneficial for the monetization of online publications.
3. Social networks will continue to hold the lead compared to other Internet resources, so any online publications simply do not have the right to neglect them as additional promotion channels. Even instant messengers are already turning into a full-fledged channel for promoting content.
4. The digital sector is gaining more weight every year – Internet users watch media content not only on desktop computers, but increasingly on smartphones and tablets. So the mobile versions of online publications and gadget orientation are now – must-have for owners of all online publications. And that won't change.
5. Customization (adaptation of publications in terms of content and interface to the interests of users) and personalization of content will gain more and more momentum, since with the daily appearance of more and more online publications, it becomes more and more difficult to keep the attention of the audience for specific resources.
6. For a generation, it will be necessary to invent new ways and channels of media influence. Since experts are already talking about an imminent breakthrough in the form of virtual reality, it is possible that large online publications will also have to modernize and adapt to new realities. However, this is still a distant prospect.

However, in addition to forecasts for the future, the owners of Internet publications and specialists promoting them also need to know current trends in order to navigate in which direction to direct the correct and successful promotion of the site.

The site estet-portal.com uses global trends and trends to promote the publication. Separate sections of the site are personalized for professionals. A wide range of readers will also find a lot of universally useful and interesting information among the extensive topics of publications.

So, experts name several factors that influence the popularity of a publication on the Internet:

• Attendance (some mistakenly consider only this parameter). estet-portal.com has fairly stable and constantly growing statistics on this indicator – in just 9 months of this year, the number of readers amounted to 5 million people.
• Depth of views (how long did the person stay on the resource, did they move from one article to other pages, etc.).
• Presence of the publication in social networks. The portal has a fairly large community in social networks – a total of 45 thousand people.
• Offline presence (references to the online publication and its materials in real life, links to articles outside the publication). estet-portal.com is a media partner of specialized medical companies. Materials with active links to the site are printed in thematic resources.

Think about whether you take into account all the factors from this list in promoting your resource.

Experts also advise owners and content managers of online publications to focus on quality content (this is especially important for parallel promotion in social networks), website usability (intuitive and simple user interface), SEO and SMM publishing promotion techniques. Only absolutely unique content is published on the portal.

That is, there is no need to reinvent the wheel – all proven techniques work flawlessly.

So, the main trends in the world of online publications at the moment are:

• Increasing the role of high-quality unique content in the context of information abundance.
• Using all possible platforms for content distribution at the same time.
• Development of mobile technologies and increase in the number of smartphone users.
• Increased use of the latest information technology.
• Growing share of video resources (it has already been proven that video content is perceived by the audience better than other formats). In 2017, the portal filmed, edited and published 65 video materials on its own YouTube channel.

The estet-portal.com online edition is distinguished not only by high-quality content for doctors and a wide range of patients, but also by an established unique system of cooperation with beauty and health professionals, which includes not only joint online activities, but also participation in offline events .

A favorable situation is developing for online publications in the field of advertising. A significant part of the growth in global advertising over the past two years fell on the Internet – especially contextual advertising. However, the tastes of the audience are becoming more and more sophisticated, so now analysts are talking about the persistent replacement of contextual advertising with native advertising, which is so subtly embedded in the main content that it is read by the user on an intuitive level without irritation.

In the CIS countries, advertising activities will continue to be the main source of income for the vast majority of online publications for many years to come, since residents of the post-Soviet space are not yet ready to issue a paid subscription or pay for access to certain materials, unlike Western countries.

The search for new formats for presenting information and expanding interaction with the audience, of course, can be considered the key to the success of any online publication. And in the dynamics of rapidly changing models of the world, this is a constant & nbsp; and uninterrupted process. Those who keep up with the times develop! Stay with us!