Press Tips - Barriers and Challenges for Companies in Distributing Content and Brand Building

03 June, 2020

Mail

For publishers of newspapers, magazines, or industry journals, ensuring the reliable distribution of your content is vital to brand building and survival in today’s media landscape.

However, distribution of content comes with challenges. We take a look at two of the most common challenges and how to overcome them.

  • Deliverability

    Securing a global readership is the dream of any publisher, be they a corporate journal, magazine, or newspaper. Yet, while there are obvious benefits to a worldwide audience, distributing press globally can pose challenges.

    The most common challenge is differing postal systems from market to market. For example, the post systems and regulations found in European countries such as Switzerland, France, and the UK are very different from the widely distributed systems in China and India. Ineffectively navigating these differences can impact your reliability and ability to reach readers, harming your brand in the process.
  • Sustainability

    Another key challenge for publishers is sustainability. Public perceptions of the importance of sustainability have changed dramatically in recent years. According to 2018 research from leading data provider IRI, three-quarters of shoppers across Europe prefer to buy from companies that use environmentally-friendly packaging.

    This trend will only continue as younger generations become more educated about the climate crisis. Regulations on eco-friendly packaging are likely to be stepped up in years to come. So for publishers, there’s never been a better time to switch to compostable magazine wrappings or even completely bio-degradable publications. However, many struggle to do so cost-effectively at scale.

How can these challenges be overcome?

We’ve outlined some of the challenges of content distribution -- but how can they be tackled? The simplest way to overcome challenges in both distribution and sustainability is to choose your distribution partners well.

Working with a partner with expertise in global postal networks can help get your content to its readers with minimal disruption. Additionally, the right partner can help advise you on how to embrace eco-friendly publishing and packaging cost-effectively.

At Asendia, we can manage the entirety of the publishing production process, from planning and strategy through to printing and publishing distribution, helping you build a brand and readership that’s built to last.

For more on the challenges publishers face in content distribution and brand building, watch our video, featuring insight and advice from Asendia experts around the globe.

 

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