WAN-IFRA

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Thu - 08.12.2016


paid online content

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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Within a few weeks, four papers have announced paid digital content strategies: the Washington Post, the San Francisco Chronicle, the Telegraph and the Sun. With online ad revenue not catching up, it comes as little surprise that the majority of papers in developed markets might well charge online readers in the future.

USA Today remains one of the last major US newspapers without a paywall. During a Business Insider conference in December, Publisher Larry Kramer said the paper is not “unique” enough to start charging for content. "There is so much national news out there,” he said. “I think we would lose more than we would gain.”

Another reason for holding off could be because its parent company, Gannett, gets subscription revenue from its 80 local newspapers. The IB Times also notes that USA Today is distributed in hotels and airports across the country.

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Author

Briana Seftel

Date

2013-04-02 11:32

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Just over a year after The New York Times’ digital subscription model was launched, it provides the company with “incredible” audience data, the company’s chairman and CEO Arthur Sulzberger says at WAN-IFRA’s Digital Media Europe conference in London.

A total of 454,000 people have subscribed (not including print subscribers), and Sulzberger says much of the scepticism that abounded when the plan was first announced has since subsided. Given the number of media executives who have visited the paper’s offices over the last year, he expects many more payment models for digital content to be unveiled before long.

As well as the obvious financial benefit, Sulzberger noted that a key advantage of the subscription model is what it tells the paper about its audience’s reading habits.

Through the subscription model the Times has learnt that at the beginning of the day, many subscribers go to the Times in any format – print, tablet, phone or web – to scan the headlines. During the day, they look at the web or their smartphones, and in the evening they return to the print or tablet editions. The same subscribers tends to access the paper across multiple platforms, with different motivations, and the challenge now is to find better ways to deliver content most effectively across all devices, Sulzberger said.

Author

Emma Goodman

Date

2012-04-16 17:52

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