The Wall Street Journal reports Washington Post swinging to a profit in the second quarter as growth at its Kaplan education units more than offset slumping ad revenue at its flagship newspaper. Kaplan education offers actionable content.The Post reported a 20% decline in print-advertising revenue, a significant improvement over the first quarter’s 33% decline as well as the latest results for many of its competitors. The reason why the Post got these figures is that it delivered on actionable content—although, in this case, the newspaper and Kaplan education are different divisions.
What could be more actionable than information that directly pertains to training and education? This is the type of information that creates high enough value for users to want to buy or subscribe. The bad news is that consumer type publications will find it a lot harder to deliver actionable content than for example trade magazines.
However, who says consumer type magazines can’t start an independent business unit like Kaplan?
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Kaplan education unit takes sting out of Washington Post’s slumping ad revenue
The Wall Street Journal reports Washington Post swinging to a profit in the second quarter as growth at its Kaplan education units more than offset slumping ad revenue at its flagship newspaper. Kaplan education offers actionable content.The Post reported a 20% decline in print-advertising revenue, a significant improvement over the first quarter’s 33% decline as well as the latest results for many of its competitors. The reason why the Post got these figures is that it delivered on actionable content—although, in this case, the newspaper and Kaplan education are different divisions.
What could be more actionable than information that directly pertains to training and education? This is the type of information that creates high enough value for users to want to buy or subscribe. The bad news is that consumer type publications will find it a lot harder to deliver actionable content than for example trade magazines.
However, who says consumer type magazines can’t start an independent business unit like Kaplan?