Having your cake and eating it too

Media companies can often step change online profits – in our experience by 50% to 200%, depending on the maturity of the online business. The trick is to pare back your content and development activities so that they are targeted at the needs your users want and expect to be fulfilled by your site. Master this trick and you could drive revenues with the same or indeed, smaller online cost base – in short, you can have your cake and eat it too.

Most media companies research their users and develop content and applications that are appropriate to them – their demographics and their interests. For example, celebrity news and gossip sites may branch out into financial products and wine clubs because these products appeal to their users and consumer magazine sites may start comparison shopping, restaurant review and booking sites. And what’s wrong with that?