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Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
Peter Kirwan Paywall Strategies 2011
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Peter Kirwan Paywall Strategies 2011

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  • 1. Paywalls: an update<br />Peter Kirwan<br />
  • 2. Six paid content models<br />Total lockdown<br />Metered<br />Freemium<br />Time-limited<br />Site licensing<br />Pay-per-view<br />
  • 3. News International<br />The most aggressive paywall experiment:<br />Times/Sunday Times: July 2010<br />NoTW: October 2010<br />Marketing costs?<br />Traffic reduction?<br />Social interaction?<br />Unique ad sales challenge<br />The “newsletter” challenge: deep & focused<br />Eight months on, there is (still) no Plan B.<br />
  • 4. News International: Metrics<br />News statement: November 2010<br />After four months. . .<br />100,000 print subs activate web access<br />105,000 “paid-for customer sales”<br />c.50,000 “monthly subscribers”<br />Web subs, iPad & Kindle<br />“Many of the rest”<br />“Single digital copy” or PAYG web subscribers<br />
  • 5. Times/Sunday Times: “Unofficial” Metrics<br />Online: 54% w/ household income over £50K<br />iPad: 60% with household income over £100K<br />Multichannel sub reach: up by 40% (July-Nov)<br />App frequency: 74% of subs daily or more<br />Web frequency (per user): x6<br />Times Online: One visit per fortnight<br />New sites: 3 visits per week<br />
  • 6. News International: Metrics<br />GNM’s leaked analysis (for September 2010)<br />54,000 users/month behind the wall<br />28,000 = print subscribers<br />26,000 = “specifically paying for digital content”<br />Many digital-only subscribers ex-UK (13,000)<br />UK audience demo bias: Male, 45+, south-east<br />News junkies (more likely to visit other news sites than non-subscribers)<br />Data from Experian Hitwise<br />
  • 7. The end of Times Online: reactions<br />Source: O&O, November 2012 (2,737 respondents)<br />
  • 8. News International: Metrics<br />Times/Sunday Times: Home page traffic<br />UK uniques, December 2010: 1.22m<br />UK uniques, January 2011: 1.61m<br />For comparison: Telegraph =4.3m (Jan 2011)<br />Conversion rate (January data):<br />At 0.6% = 9,660 new web subscribers per month<br />Source: UKOM/Nielsen, January 2011<br />
  • 9. Social marketing<br />
  • 10. Social marketing<br />Caitlin Moran on Twitter: 66,000 followers<br />Times/Sunday Times: 250,000* digital subscribers (all platforms)<br />* = estimate (mine)<br />
  • 11. Ad agencies: “My overall experience of dealing with this publisher is good”<br />Source: IPA Digital Media Owners Image Survey, 2009-2010<br />
  • 12. News International: Known unknowns<br />Those “disappointing” sign-up figures<br />Opaque: over-interpreted?<br />What’s your yardstick? Millions? Thousands?<br />Home page traffic: strong & rising<br />@0.6% conversion rate = 116K web subs/year<br />If all purely digital = £12m/year<br />Minus churn, plus renewals<br />Sky-News bundling to come?<br />Ad revenue: the great unknown<br />
  • 13. News from elsewhere<br />Telegraph.co.uk<br />Paid content site launch, September 2011<br />Metered, with “very generous” allowances<br />Big print subscription base = 325K (52% of circ)<br />Huge store of demographic information<br />Well-regarded online sales team<br />Competition double-edged for News:<br />Reinforce idea of paying for content<br />Competition for similar eyeballs<br />
  • 14. Free-to-air: Mail Online<br />Mail Online: 54m uniques per month (ABCe)<br />Two-thirds ex-UK<br />Clear editorial strategy<br />Los Angeles bureau<br />World’s 2nd largest English-speaking “news” site<br />India? BRICS? <br />Reliance on ad networks in US<br />
  • 15. Free-to-air: Mail Online<br />DMGT: B2B = growth<br />Executive enthusiasm but. . .<br />Board-level commitment?<br />Question: how will DMGT handle investment?<br />Risk of spreading resources too thinly<br />Shareholder response to new capital allocation<br />
  • 16. Free-to-air: The Guardian<br />GNM: £40m digital revenues budgeted 2011<br />?£5m = non-advertising<br />Strong online display recovery<br />Paid content at Kings Place?<br />Mr Marx’s cash cushion: vs. cyclical online display mkt<br />International ambitions (US, Latin America. . .)<br />Online display: 5-10 years of 10%+ YOY growth<br />So: take the paywall money?<br />Or intensify free-to-air investment?<br />
  • 17. Not your dad’s idea of paid content<br />In the wake of dot.com crash, UK nationals <br />experimented with online paid content. <br />Crosswords, archives, bingo. . . <br />but rarely the core product. <br />This is different.<br />
  • 18. + contextual differences<br />48% of 82 European national papers offering paid online content (2007)<br />B2B: fall of classified & rise of data/workflow approaches<br />In consumer, some investment in value-added (Telegraph+?)<br />Online display can underwrite digital future for some, but not all. . .<br />
  • 19. Peter Kirwan<br />@petekirwan<br />peter.kirwan@fullrun.com<br />www.fullrunner.com<br />

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