The news and publishing sectors are under increasing pressure in terms of how content is accessed, together with dwindling advertising revenues hitting print media particularly hard. The digital revolution has altered how most people are consuming media and also how how media outlets generate income. Most advertisers, for example, have moved their focus to the digital realm. These themes are featured in Digital Journal’s recent assessment of a changing media landscape: “Changing role of news in the digital age.”
A related shift, in terms of both Internet and social media use, is that consumers are engaging with content out of choice, and only interact when – and with what – they choose. While many traditional media outlets are struggling as a result, 1854 Media, has a new strategy and a history that allows it to adapt to, and capitalize on, these changes.
1854 Media is the digital media business of British Journal of Photography and related brands – Studio 1854 and 1854 Awards. The while the photographic heritage of British Journal of Photography dates back to 1854, 1854 Media’s new digital-led visual content agency Studio 1854, has been established to profit from the emerging opportunities afforded by photography within the scope of the expanding content marketing industry.
As an example, working with DJI, the world leader in civilian drone and aerial imaging technology, Studio 1854 recently launched a competition calling for photographers across the world to submit ideas for creative, drone-shot projects. With this, the social media reach was calculated to be 11,727,805, with 901,773 engagements. The competition winners were photographers Markel Redondo and Tom Hegen.
By working with major clients and brands, Studio 1854 sets out to generate paid opportunities for its member photographers and to produce content for its digital readership. According to Pax Zoega, who is the Head of Agency, Studio 1854: “Since its inception, British Journal of Photography has created and optimised image-led content. Through this process, we have been able to develop a deep understanding of exactly what sort of photography and editorial content engages a visually aware audience. This knowledge base puts 1854 Media in an amazing position to help brands use visual language more effectively”.
The aim of the new crowdfunding project is for Studio 1854 to accelerate the growth of its core digital photographic business and scale its rapidly growing content agency, increasing its share of an estimated $200 billion global digital image market.
