Publishing Expo Feb 2010


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Presentation for seminar session at Publishing Expo 2010 on how publishers are developing business models around free and paid content, with examples from consumer and b2b

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  • High quality content in print – can charge for content in other formats Iphone app £2.39, Kindle, paywall Don’t follow the herd – applies to all specialist/expert content Increased sales on all platforms - subs grown, news up slightly. 2-3000 subs on new platforms. Online 350k uu – highest ever traffic New customers – have to convert to subscription Solution works for spectator – but are a unique publication Less about sector/platform – think about own brand – can respond quickly
  • Publishing Expo Feb 2010

    1. 1. Publishing expo 2010 Paid or free, content is redefined Carolyn Morgan Penmaen Media Specialist Media Show
    2. 2. Paid or free, content is redefined <ul><li>(free) content = marketing </li></ul><ul><li>publisher business models </li></ul><ul><li>what content will people pay for </li></ul>
    3. 3. (free) content = marketing
    4. 4. Photoanswers attracted 158,000 user photos and a new audience; then sold subs to them
    5. 5. Econsultancy attract 80,000 registered digital marketers with free content & sell training to them
    6. 6. Gramophone grew traffic by a third by adding its archive online; searchers can buy recordings
    7. 7. Publisher business models
    8. 8. Racing Post has built 10,000 paid subs in 6 months, while 90% online content is free
    9. 9. Spectator charges for digital edition, iphone app, Kindle version and sees them as sampling
    10. 10. FT offers metered access
    11. 11. Econsultancy: free content drives traffic to paid events, training, directories and reports
    12. 12. What content will people pay for? Pay to gain Pay to own Pay for expert content Pay for data/ intelligence Pay for convenience
    13. 13. Pay to gain: Racing Post has built 10,000 paid subs in 6 months, while 90% online content is free
    14. 14. Pay to own: Lonely Planet sell chapter extracts
    15. 15. Pay for expertise: Members pay £69pa for wine reviews from Jancis Robinson
    16. 16. Pay for data: Brad Insight charge £1400pa for access to their database of advertiser contacts
    17. 17. Pay for data: Enthusiasts subscribe £40-70pa for access to services from
    18. 18. Pay for convenience: Business execs pay from 89 euros pa for book reviews at
    19. 19. Tips for publishers <ul><li>What free content will draw an audience? </li></ul><ul><li>What content has value: </li></ul><ul><ul><li>Expert </li></ul></ul><ul><ul><li>For gain </li></ul></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>To own </li></ul></ul><ul><li>How to promote the paid services to the free audience </li></ul>
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