The Future of Digital Media

Digital media has revolutionised the publishing industry, transforming the way content is created, consumed, and shared. With the decline of traditional print publishing, it has become essential for publishers to adapt to the digital landscape to stay relevant and successful. In this post about my latest guest, I will explore the lessons learned from a successful publication in the digital media space and discuss strategies for thriving in the ever-evolving industry.

The Changing Landscape of Publishing

The rise of digital media has had a profound impact on the publishing industry. Print publications have faced significant challenges in recent years, with declining readership and ad revenues. However, some publications have managed to not only survive but thrive in the digital age. One such success story is Portfolio North, a property, business, and luxury lifestyle print and online magazine in the UK.

Started as a small readership print-only magazine, Portfolio North has successfully expanded its reach and influence. With a readership of 35k, a strong social media following, and the launch of its own digital edition, the magazine has embraced digital transformation and harnessed its power to grow its audience.

Strategic Audience Targeting: The Key to Success

One of the crucial lessons learned from successful digital publications is the importance of strategic audience targeting. In the digital age, it’s no longer enough to create content and hope for the best. Publishers need to understand their target audience deeply and tailor their content to meet their specific needs and interests.

Our latest guest on the podcast, Cassie Moyse, the Co-owner and Director of Portfolio North, emphasises the significance of identifying a news angle that resonates with the target audience. A compelling news angle, combined with a well-crafted PR pitch and visually appealing assets, can significantly increase the chances of a story making the cover. But if you had been reading this blog over the years you already knew that.

Innovative Digital and Print Strategies

Innovation is at the heart of thriving digital publications. Successful publications constantly experiment with new digital and print strategies to engage their audience and deliver valuable content. Portfolio North has embraced a holistic marketing approach, incorporating digital elements, social media, and events to enhance reader experience and drive engagement.

One of the innovative strategies employed by the team is the creation of a digital edition. This allows the magazine to reach a wider audience and provides readers with a convenient and interactive reading experience. Additionally, the magazine is in the process of developing its own app and digital services, further expanding its online presence and accessibility.

Editorial Approach: Creating Newsworthy Content

Creating newsworthy and engaging content is essential for the success of any publication. The team takes a strategic editorial approach to ensure that its content is relevant, informative, and appealing to its audience. Cassie highlights the importance of avoiding negative stories and focusing on creating positive and newsworthy content.

Publishers can also leverage personal branding to enhance their content’s performance. Cassie pointed out that personal content often performs better than business content in terms of engagement. Platforms like LinkedIn and Twitter have become popular for personal branding, allowing individuals to promote themselves and their businesses. However, it is crucial to strike the right balance and avoid making content overly personal, as it may lead to a loss in engagement.

Tips for Personal Branding

Personal branding plays a significant role in the digital media landscape. Building a strong personal brand can help publishers establish credibility, attract a loyal audience, and forge valuable partnerships. Moyse shares valuable tips for effective personal branding in the publishing industry.

  1. Be Authentic: Authenticity is key to building a strong personal brand. Be genuine, transparent, and true to your values and beliefs.
  2. Consistency is Key: Consistency in messaging, tone, and visual identity helps create a cohesive personal brand that resonates with your audience.
  3. Engage with Your Audience: Actively engage with your audience, respond to comments and messages, and foster a sense of community around your personal brand.
  4. Share Valuable Insights: Share your expertise and insights through thought leadership content. Provide valuable information that helps your audience solve problems and achieve their goals.

The Future of Print Publishing

With the rapid growth of digital media, many have predicted the demise of print publishing. However, successful publications demonstrate that there is still a place for print in the digital age. Cassie believes that print publishing can make a comeback by embracing creativity and a holistic marketing approach.

Incorporating digital elements, social media, and events into print publications can enhance their relevance and appeal to a wider audience. The key is to adapt to the changing media landscape and leverage the unique strengths of print while embracing digital innovation.

Stay Informed and Connected

To stay ahead in the ever-evolving digital media landscape, it is crucial to stay informed and connected. Subscribe to industry-leading podcasts like (massive plug) Socially Unacceptable, which aims to provide valuable insights and interviews with experts in the field and not just chatter from me and Will. By continuously learning and adapting, publishers can navigate the challenges and seize the opportunities presented by digital media.

Podcast Creation with Prohibition

Looking to create your own podcast? Prohibition is the agency for you! We have worked with the UK’s largest luxury watch retailer, Watches of Switzerland, on their podcast. Feel free to contact us for our podcast services.


The future of digital media is bright, and successful publications serve as beacons of inspiration for the publishing industry. Strategic audience targeting, innovative digital and print strategies, and a focus on creating newsworthy content are key to thriving in the digital age. By embracing personal branding and staying connected with the industry, publishers can position themselves for success and build a loyal and engaged audience.

Digital media has opened up endless possibilities for publishers, and the lessons learned from successful publications can guide the way forward. By combining creativity, innovation, and a deep understanding of their audience, publishers can shape the future of digital media and continue to deliver valuable content in a rapidly evolving landscape.

About Chris Norton

Chris Norton is the founder of Prohibition and an award winning communications consultant with more than twenty years’ experience. He was a lecturer at Leeds Beckett University and has had a varied PR career having worked both in-house and in a number of large consultancies. He is an Integrated PR and social media blogger and writes on a wide variety of blogs across a huge amount of topics from digital marketing, social media marketing right through to technology and crisis management.