How Newspaper Companies Are Selling and Distributing Digital Content -- A Proposed Typology
by dilyand on Feb 18, 2013
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Newspapers are facing a tough time to maintain the viability of a dual business model that has proven lucrative in the past but is beginning to fail as publications move online. New ways to monetise ...
Newspapers are facing a tough time to maintain the viability of a dual business model that has proven lucrative in the past but is beginning to fail as publications move online. New ways to monetise content are being sought. A review of the literature on content monetisation revealed a gap with regard to the different content monetisation types. In particular, work in the area seemed to look at the issue in too broad terms and there was a lack of narrow-focussed exploration of the various types of content sale/distribution. This research looked at two case studies of daily newspapers in South Africa and in the UK and tried to identify the types and propose a typology of content sale/distribution. Distribution was regarded as an alternative to sale on the assumption that if content can be delivered to a client, it can be monetised. Forty three-dimensional types of content sale/distribution were identified. The three dimensions of each type include the channel which is used to deliver the content, the sort of customer that receives the content (retail or wholesale) and the bundling options (bundled vs unbundled). The types were analysed and their viability was weighed. As many as 17 out of the 40 types were found to be not viable. For the remaining 23, there were various options to monetise content, including direct sales revenue and indirect advertising revenue; and some types of content distribution had the possibility to use content for purely promotional purposes. Recommendations were made as to how further research could build on the results presented in this dissertation and expand and improve the proposed typology.
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