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Media pro 2 nov 2010 carolyn morgan free to paid

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Media pro 2 nov 2010 carolyn morgan free to paid

  1. 1. Copyright Penmaen Media 2010 Free to paid Growing reader revenue across digital channels Carolyn Morgan Mediapro 2 Nov 2010 @carolynrmorgan www.penmaen-media.co.uk http://www.slideshare.net/CarolynMorgan
  2. 2. Copyright Penmaen Media 2010 VS
  3. 3. Copyright Penmaen Media 2010 What’s great about free? • Cover the market/ no barriers • Max reach for advertisers • Search visibility • Expand internationally • Sample your content • Easy to share via social media • Tough for competitors • Build database to market paid-for services
  4. 4. Copyright Penmaen Media 2010 But… • Infinite inventory • Ad revenues/yields falling • Commerce revenues below expectations • Feeding the content monster • High cost/low revenues • Many visitors view one article and go
  5. 5. Copyright Penmaen Media 2010 What’s great about paid? • Niche audiences profitable at low volume • Closer relationship with audiences • High value, focussed group from advertisers • Cross-sell other products/services • Predictable revenues (subscription marketing)
  6. 6. Copyright Penmaen Media 2010 But… • Difficult transition if content has been free • Tough if you have a free competitor • Need high quality content • Not visible to search engines • Smaller audience for advertisers • Hard for casual readers to sample • Can’t share content on social media • Payment management complex
  7. 7. Copyright Penmaen Media 2010 Combining free and paid services Free > Registered > Paid For publishers Sample new readers Build a reputation Create a database Build relationships Membership services Build a community For advertisers Reach the entire market Target specific groups Deeper relationships
  8. 8. Copyright Penmaen Media 2010 FT • Free for up to 30 articles a month; then £3 a week • 180k subscribers (up 50% in last 6 months) • 400k downloads of ipad app and £1m ad rev • Print advertising just 40% of revenue
  9. 9. Copyright Penmaen Media 2010 Econsultancy • Free blog: >850k visitors a month • Registered users: 100,000 • Paid-for membership research reports: 5,000 • Revenue shares 2010 – 15% ads – 35% subs & pay as you go – 50% events, training, consultancy and data • Revenue growth 30% pa
  10. 10. Copyright Penmaen Media 2010 Advanstar: the column • Free digital magazine reaches 140k chromatographers worldwide • Free ning community has 2000 members • Developing e-learning materials: subs at $200pa
  11. 11. Copyright Penmaen Media 2010 K9 Media • Free websites for dog- owners • Paid-for digital magazine and e-books • Extra offers and services for members • Flexible deals for advertisers: data, enewsletters, ads, commerce links
  12. 12. Copyright Penmaen Media 2010 Runners World • Free articles on website • Extra benefits for registered users: rate and enter races online • Subscribers get exclusive content and advance race booking • 10 years of subscriber growth
  13. 13. Copyright Penmaen Media 2010 Songlines • Niche publisher – for world music fans • Free digital sampler – song samples and links to and from Amazon • Drives growth in paid subs to print and digital mags
  14. 14. Copyright Penmaen Media 2010 Tips on managing free and paid • Extensive free content to draw in audience • Valuable e-newsletter/ privileges to drive registration • Don’t try to charge for what was free • Exclusive reports, specials, ebooks for subs package • Include “money can’t buy” access or events
  15. 15. Copyright Penmaen Media 2010 Why it works for publishers • Free replenishes database • Protects from competitors • Close to audience • Multiple income sources Why it works for advertisers • Wide reach of market • Targeting opportunities • Deeper relationship with core
  16. 16. Copyright Penmaen Media 2010 Carolyn Morgan • 15 years at specialist publisher Emap • Launched, acquired, sold events, print, digital media businesses • Work with specialist media businesses on digital strategy • Launched Specialist Media Show in 2010 • Write & speak on digital publishing strategy: Inpublishing, Publishing Expo, Ipex, Media pro, Media futures, themediabriefing • Follow me on twitter: @carolynrmorgan • Join the Specialist Media Network on Linked-in • www.penmaen-media.co.uk • www.thespecialistmediashow.com

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