News companies that are planning to charge for content online need to consider a number of issues beyond the quality of the content itself.
That’s the message from Dietmar Schantin, Founder of the Institute for Media Strategies in Austria, in a Newsroom Summit presentation on paid content models in use around the world.
In addition to type of content, the cornerstones for the paid content concept include the loyalty level of the audience, added values such as convenience, speed and cost, the type of delivery – mobile, tablet, desktop? – and the type of models and systems.
“Paid content on digital platforms is not a fashion or fluke; it is a core strategic issue for the future,” Mr Schantin says.
In a wide-ranging presentation that provides a strategic approach to monetising digital content, Mr Schantin identifies five basic models: site subscription, metered access, premium access or freemium, kiosk or newsstand sales, and apps.
Some of the success factors:
- Obvious added value and benefit
- Simple and convenient
- Flat fee across media, pay for brand
- Predictable and transparent cost
- Privacy and data protection
The conference, which drew editors from around the world to Hamburg, continues Thursday and Friday. The conference programme can be found at http://www.wan-ifra.org/events/11th-international-newsroom-summit.