As publishers see continued erosion of ad revenue and readership, advertisers are shifting their dollars to digital, hiring writers and building their own audiences. In short, brands are becoming publishers, and investing resources in content marketing that were once earmarked for traditional media.
However, opportunities are arising for publishers to evolve, and to become key players in the modern marketing agency ecosystem. The can leverage their built in audiences, talent, and ability to scale content production to create new revenue streams, and highly evolved business models.
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