1 / 16

Monetizing News: The Success of Paid Content Models

Discover the success of paid content models in community newspapers, with insights from industry experts on the rising trend of charging for online content and its impact on revenue streams and reader engagement. Explore case studies from ColumbiaTribune.com and Tulsa World, revealing significant growth in subscriptions, online traffic, and revenue. Learn about the implementation of metered models, customer service strategies, and the overall positive outcomes experienced by newspapers embracing paid content.

xanti
Download Presentation

Monetizing News: The Success of Paid Content Models

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Payoff of Paid Content Walter B. Potter Sr. Conference Community Newspapers: Tomorrow has arrived Reynolds Journalism Institute Oct. 20, 2011

  2. Andy Waters | October 2011 Community Newspapers: Tomorrow has arrived Reynolds Journalism Institute

  3. Paid content on the upswingat U.S. daily newspapers Over the past 10 years, the number of newspapers charging for content online has skyrocketed, accelerating in the past three years. Source: NAA, PaidContent.org

  4. Advertising-only model not working • Eliminate incentive to stop buying print edition • New revenue stream ColumbiaTribune.com launched paid content on Dec. 1, 2010. Why?

  5. Metered model – 10 free/month • $8/month online-only • $1/month for print subscribers • Premium: All staff-produced local content (photos, video, news, sports, blogs, obits, etc.) • Only subscribers can comment • Free: Everything else (section fronts, wire, weather, contests, classifieds, etc.) How does it work?

  6. One year later: How’s it going? • 3,000,000 pageviews/mo. – 3x net revenue in January • 500,000 unique visitors – Non-subscribers are returning • Local advertising unaffected – Non-issue for advertisers • More than 8,000 paying – Online-only and bundled • Opt-out is key – Transparency goes a long way • Few objections from readers – Quality journalism at stake

  7. The metered model was part of a process that started in 2006.

  8. Steps to a metered model Began Local Initiative Expanded programming department Invested in DTI

  9. Steps to a metered model Restructured newsroom Redesigned website Focused on customer service

  10. The Tulsa World metered model Launched April 4, 2011 Print + Digital and Digital-only subscriptions Digital: $14.99 a month per year $15.99 a month per 6 months $16.99 for one month Set website to 10 page views every 30 days Mobile and all apps require subscription

  11. The results so far … One of only three major American newspapers to increase market penetration in its metro region (including print and online readership) in the last year.

  12. The results so far … • Unique monthly visitors are up • Visits to the website are up • Online advertising revenue is up • Circulation revenue is up • Number of “cross trainers” are up • Social media refers are up

  13. The results so far … Each week, more than 70% of Tulsa area adults read the Tulsa World.

  14. For more information: Jason Collington Jason.collington@tulsaworld.com

More Related