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Pipeno puts niche publishers in driver's seat
A new publishing platform may give advertisers better access to niche publishing websites. Pipeno, currently in beta, allows niche publishers to write and produce content for specific readership demographics. Complete with a virtual currency option and additional revenue streams, the platform may help niche publishers make a business of their favorite topics.
"Advertising itself isn't enough of a revenue stream [for content producers] so we've added a number of additional streams to the platform," said Chiranjeev Bordoloi, CEO of Pipeno. "We researched and asked small publishers what they wanted and needed. From that laundry list, we've created a platform which gives writers and content owners what they need to grow and prosper."
Part of that prosperity is giving publishers options when it comes to revenue. What many niche publishers believe is that big name brands aren't interested in their small site. What Pipeno has found is that brands are interested - when approached in the right way. For example, an advertiser interested in CNN will be wowed with their unique visitor totals. Niche publishers, on the other hand, need to focus on alternate metrics such as dwell rates, pages viewed or loyalty/return visits.
"The big sites are selling ad packages differently and they're looking at major traffic and thousands of impressions," said Bordoloi. "For niche publishers, they key is to have fewer advertisements that are more targeted to their niche readership. For example, Nike would rather pay a $10 CPM for a display ad on a content site focused on sneakers than a $10 CPM on CNN. Why? Everyone may visit CNN, but the niche publication has a more loyal and captive audience."
During the research phase of Pipeno's birth, the company surveyed consumers to find their content reading habits. The results? On average, consumers visit between 80 and 100 websites each month, and while most do hit the big content sites - CNN, NBC, etc. - they are also actively seeking out niche publications in their circle of interest.
"Consumers are more loyal to these niche sites to get information from their community," said Bordoloi. But don't think loyal readership will simply find you. Publishers must make the effort to build unique, interesting content and to update that content frequently.
"We're seeing it all, but daily is about as infrequent as content updating goes," said Bordoloi. "We're finding the publishers who update many times each day [perform the best]. It isn't just a new article or blog post that is the important content, however. Comments sections are starting to really take off and some comments are being pushed into 'hot topics/discussions' so even comments can become fresh content when it is highlighted."
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