Publishing Expo Feb 2010

Publishing expo 2010 Paid or free, content is redefined Carolyn Morgan Penmaen Media Specialist Media Show

Paid or free, content is redefined
(free) content = marketing
publisher business models
what content will people pay for

(free) content = marketing

Photoanswers attracted 158,000 user photos and a new audience; then sold subs to them

Econsultancy attract 80,000 registered digital marketers with free content & sell training to them

Gramophone grew traffic by a third by adding its archive online; searchers can buy recordings

Publisher business models

Racing Post has built 10,000 paid subs in 6 months, while 90% online content is free

Spectator charges for digital edition, iphone app, Kindle version and sees them as sampling

FT offers metered access

Econsultancy: free content drives traffic to paid events, training, directories and reports

What content will people pay for? Pay to gain Pay to own Pay for expert content Pay for data/ intelligence Pay for convenience

Pay to gain: Racing Post has built 10,000 paid subs in 6 months, while 90% online content is free

Pay to own: Lonely Planet sell chapter extracts

Pay for expertise: Members pay £69pa for wine reviews from Jancis Robinson

Pay for data: Brad Insight charge £1400pa for access to their database of advertiser contacts

Pay for data: Enthusiasts subscribe £40-70pa for access to services from birdguides.com

Pay for convenience: Business execs pay from 89 euros pa for book reviews at getabstract.com

Tips for publishers
What free content will draw an audience?
What content has value:
Expert
For gain
Data
Convenience
To own
How to promote the paid services to the free audience

Publishing Expo Feb 2010

by Penmaen Media on Feb 16, 2010

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Publishing Expo Feb 2010 — Presentation Transcript