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Patrick Spain pjspain@highbeam

ASIDIC Spring 2007 Meeting GETTING MONETIZATION RIGHT: BLENDING MODELS FOR ONLINE AND THE ENTERPRISE. Patrick Spain pjspain@highbeam.com. And Now a Word from the Other Side….

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Patrick Spain pjspain@highbeam

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  1. ASIDIC Spring 2007 MeetingGETTING MONETIZATION RIGHT: BLENDING MODELS FOR ONLINE AND THE ENTERPRISE Patrick Spain pjspain@highbeam.com

  2. And Now a Word from the Other Side… I want to say those words again for everyone within the sound of my voice to hear and to heed, and especially for you, Mr. Leonsis: From my cold dead hands!

  3. HighBeam Research, Inc • HighBeam.com • Paid online service with 45 million premium articles from 3000+ magazine, newspaper & newswire sources • $100/year or $30/month • Serves individuals, primarily consultants, small business, writers, and some academics • Encyclopedia.com • 250K reference articles from Columbia, Oxford, Britannica & others • Accompanied by 4 million free articles from several hundred magazines, newspapers, newswires, etc. • Free-to-the-user advertiser supported model • Provides an introduction to HighBeam.com • Serves the millions looking for a quick answer – competitive advantage is articles allow deeper entry

  4. HighBeam.com Home Page

  5. HighBeam.com Search Results Page mid-2006

  6. HighBeam.com Current Search Results

  7. HighBeam.com Preview Page

  8. Encyclopedia.com Home Page

  9. Encyclopedia.com Results Page

  10. Encyclopedia.com Article Page

  11. Encyclopedia.com Bottom of Article Page

  12. Encyclopedia.com Way Bottom of Article Page

  13. Learnings • Mixing free & paid content is very tricky & potentially confusing • Using free content to promote & get paid content articles indexed is working well • Ads on paid content are not a problem, though there is always balancing to do when you are using it to acquire customers • Users prefer free content but not yet, in our case, to the point where we make the same from free as paid content

  14. Final Thoughts: I suspect that Ted is right: • Online advertising in 2006 was $16.8 billion, up 34% from 2005, according to IAB • Online advertising will be an $80 billion business in 2011, according to Piper Jaffray • The last data on online paid content was OPA’s 2005 report - $2 billion, up 15% from 2004, the increase driven largely by iTunes • So….

  15. Follow HighBeam’s Motto

  16. One Man’s Theory of Blending….

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