Paid Content: Status & Best Practices
Paid Content: Status & Best Practices Kelly Leach CEO
Topics for Today Benefits of a Paid Content Model
Advantages and Challenges of Various Models
Factors Driving Success
Evolution of Paid Content
Benefits of Digital Paid Content
Diversifies digital revenue
DATA!
Supports print business
Paid Content Models Hardlocked Metering Freemium
“Federated” Paywall Micropayments
“Data Wall”/Progressive Registration Charging advertising “evaders” – emerging
Be Committed
You’ve heard about the level of commitment and focus from the FT, NYT and WSJ… •
“We need to be sure we are serving a digital platform first and a newspaper second….This is not an easy transition, but we are obliged to take the difficult steps to secure the FT’s future as one of the world’s great new organizations. ” Lionel Barber Editor, The Financial Times 21 January 2013
But have you heard about Gazeta Wyborcza…
Differentiated Content
Differentiated content converts more subscribers
Slovak newspaper website
Polish newspaper website
SME
Gazeta Wyborcza
Slovak news magazine Tyzden
Encourage Engagement
Engagement is key to acquiring subscribers and keeping them
Boost subscriber growth via promotions
Increase readership
Increase loyalty Improve conversion rates
Optimize pricing levels Upsell
Keep the audience engaged
Data
Don’t be afraid to revisit your approach
Evolution of Charging Consumers for Digital Content
Choose a model that balances all business objectives and optimize and target that model
Ongoing testing of marketing levers and tactics: pricing, bundles, term, add-ons, bulk sales, trial offers
Data about content usage and propensity to pay among the paying audience and/or the prospective audience can inform paid content packaging, pricing and targeting….but also strengthen advertising offerings and inform the investment in content creation
Ultimately… Consumer Revenue from Digital Content
✔ ✔ ✔
≥
Consumer Revenue from Print Content
Flexible, personalized PRODUCT Flexible TIMING for delivery Removes geographic limits on DISTRIBUTION
THANK YOU
Topics for Today Benefits of a Paid Content Model
Advantages and Challenges of Various Models
Factors Driving Success
Evolution of Paid Content
Benefits of Digital Paid Content
Diversifies digital revenue
DATA!
Supports print business
Paid Content Models Hardlocked Metering Freemium
“Federated” Paywall Micropayments
“Data Wall”/Progressive Registration Charging advertising “evaders” – emerging
Be Committed
You’ve heard about the level of commitment and focus from the FT, NYT and WSJ… •
“We need to be sure we are serving a digital platform first and a newspaper second….This is not an easy transition, but we are obliged to take the difficult steps to secure the FT’s future as one of the world’s great new organizations. ” Lionel Barber Editor, The Financial Times 21 January 2013
But have you heard about Gazeta Wyborcza…
Differentiated Content
Differentiated content converts more subscribers
Slovak newspaper website
Polish newspaper website
SME
Gazeta Wyborcza
Slovak news magazine Tyzden
Encourage Engagement
Engagement is key to acquiring subscribers and keeping them
Boost subscriber growth via promotions
Increase readership
Increase loyalty Improve conversion rates
Optimize pricing levels Upsell
Keep the audience engaged
Data
Don’t be afraid to revisit your approach
Evolution of Charging Consumers for Digital Content
Choose a model that balances all business objectives and optimize and target that model
Ongoing testing of marketing levers and tactics: pricing, bundles, term, add-ons, bulk sales, trial offers
Data about content usage and propensity to pay among the paying audience and/or the prospective audience can inform paid content packaging, pricing and targeting….but also strengthen advertising offerings and inform the investment in content creation
Ultimately… Consumer Revenue from Digital Content
✔ ✔ ✔
≥
Consumer Revenue from Print Content
Flexible, personalized PRODUCT Flexible TIMING for delivery Removes geographic limits on DISTRIBUTION
THANK YOU
