Year of the paywall, once again?
“Don’t forget 2013 is the year of Paid Content,” read the seasons greetings message from Piano Media. Some in the US, where more than 300 papers now have some kind of digital subscription model, might argue that the year of the paywall has been and gone.
But in Europe and the rest of the world, paid-for web content - aside from PDF replicas and mobile apps – is still relatively rare. Piano Media, which operates subscriptions to multiple news providers in Slovakia, Slovenia and Poland, is hoping to change that.
And even in the US, most paywalls are still too new to have truly proven themselves as effective. Will 2013 see evidence that betting on digital reader revenue is paying off?
Innovations in advertising
Traditional banner-style advertising just isn’t making enough money online for news organisations, and if advertising is going to continue to be a key part publishers’ income it is going to have to evolve.
In 2013, we hope to see more innovative advertising that truly takes advantage of the potential of digital publishing to offer both compelling advertising experiences and effective lead generation, sending readers directly to stores, travel agents and other services.