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Date

Sun - 26.06.2016


business models

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1. Be more open

Traditional media used to be like a fortress, Ingram said, with people behind the walls doing things that the rest of the world couldn’t see. Now, there are so many ways now for publishers to interact with their audiences, and as Clay Shirky said, publishing is no longer an industry, it’s a button on a site.

You can do better journalism by embracing rather than ignoring these facts, Ingram said. He recommended that publishers should be thinking, “How do we help them [the audience] tell us the things that they know about the stories we are writing?”

The Guardian is doing this particularly well, he specified.

2. Give credit

“I think the most fundamental aspect of publishing online is the hyperlink,” said Ingram. Linking allows you to both give credit and support an argument at the same time, he pointed out. For him, an online article that has no links in it is “a lower form of journalism.”

Linking to other sources that you use is essential, he said. “We can’t pretend that all the things we generate inside the fortress are the only things that have value.”

“I’m often critcised for putting too many links in my blog posts,” he commented, but he continues to use as many as possible, just in case people might want them.

3. Be more human

Apologise when you make mistakes, Ingram recommended. Admitting mistakes can make readers trust you more, while ignoring mistakes will mean they will lose trust.

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Author

Emma Goodman

Date

2013-04-26 20:28

Donata Hopfen, Bild Digital @ DME13
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“The challenge is to find out what the user really values your product for,” said Donata Hopfen, managing director of Bild Digital. Bild is planning to launch a premium online content offering this year, said Hopfen. It will be a ‘freemium’ offer, and Bild’s unique offering, the sort of news that only Bild can do, will be now be charged for, she specified.

“We were thinking very digital-first before, now we are thinking consumer-first,” said Frédérique Lancien, Digital and New Business Director at Groupe L'Equipe . “You need to think what consumers want before you build your offer,” she recommended.

At L’Équipe, the team looked at what sort of thing its customers already paid for, and tried to work out how to match these with what the paper could offer, combining its strong journalism with its massive archives. One product it came up with was e-books that offered a mass of content on an individual sportsperson, betting on the fact that sports fans want to know everything related to the sports that they love.

Paul Smurl, vice president of NYTimes.com paid products, also stressed the importance of finding out what your readers want. The paper conducted dozens of focus groups, he said, before launching metered paid online content, on topics such as what the pop-up pay prompt should look like.

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Author

Emma Goodman

Date

2013-04-17 10:18

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