Steve Outing

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Steve Outing's presentation from the 2010 Media Consortium meeting in NYC.

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Steve Outing

  1. 1. http://testkitchen.colorado.edu The right recipes for revenue generation Steve Outing - steve.outing@colorado.edu
  2. 2. http://testkitchen.colorado.edu Online content: tough sell • Neilsen: 85% believe content now free, should stay free • Forrester: 80% say they would stop using newspaper/magazine sites if no longer free • Neilsen: 52% worldwide, 42% US say they’d prefer micropayments over subscriptions Steve Outing - steve.outing@colorado.edu
  3. 3. http://testkitchen.colorado.edu What will sell digitally $2.99 $1 • Mobile apps • Utilities • Convenience • Get to KEEP it • Some unique content Steve Outing - steve.outing@colorado.edu
  4. 4. http://testkitchen.colorado.edu Paywalls • I’m not a fan • If you must, at least offer OPTIONS • Why subscription or nothing? • Include free-access option (for watching ad, taking marketing survey, donating to charity, etc.) Steve Outing - steve.outing@colorado.edu
  5. 5. http://testkitchen.colorado.edu Metered paywalls • Slightly less bad • 10 articles/month then paywall ... dumb • 5 articles/day ... better (frequent exposure to marketing offer) • Referral from search, social network, blog: Don’t count on meter (otherwise, it discourages blog, SN link sharing) Steve Outing - steve.outing@colorado.edu
  6. 6. http://testkitchen.colorado.edu Freemium • Getting better • Free now; stays free • Can charge content or service > New high-value > Unique content (e-books?) > High-value utilities, convenience features • We know it works Steve Outing - steve.outing@colorado.edu
  7. 7. http://testkitchen.colorado.edu Premium memberships • Much better (freemium variation) • Free experience is good enough to satisfy majority who won’t pay ($ from ads, e-commerce) • “Club” or “membership” get something > Loyalists can support you AND > Special privileges (priority e-mail to writers ... Bill O’Reilly) > Special events (good seats, discounts...) > Commercial offers Steve Outing - steve.outing@colorado.edu
  8. 8. http://testkitchen.colorado.edu Premium memberships • Make it so good that free users will want to buy • VOLUNTARY Steve Outing - steve.outing@colorado.edu
  9. 9. http://testkitchen.colorado.edu Voluntary, outside the box Steve Outing - steve.outing@colorado.edu
  10. 10. http://testkitchen.colorado.edu Voluntary, outside the box Steve Outing - steve.outing@colorado.edu
  11. 11. http://testkitchen.colorado.edu Find me • steve.outing@colorado.edu • http://testkitchen.colorado.edu • http://steveouting.com • http://twitter.com/steveouting Steve Outing - steve.outing@colorado.edu

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