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Making money from premium journalism


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Making money from premium journalism

  1. 1. Making money from premium journalism <ul><li>Skye Doherty April 2010 </li></ul>
  2. 2. exclusivity audience market content technology creativity storytelling experimentation advertising paywalls revenue beta journalism interaction
  3. 3. Content
  4. 4. <ul><li>Creative / Original </li></ul><ul><li>Professionally produced </li></ul><ul><li>Experimentation </li></ul><ul><li>Delivery platforms </li></ul>
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  6. 6. Source:
  7. 7. Source:
  8. 8. Source: Electric Sheep Company via Tao Takashi on Flickr
  9. 9. “ If you have an idea, get out there and do it … there are no excuses” Suzanne Stefanac, AFI Digital Content Lab director
  10. 10. Made for consumption No Flash Multitasking Few pay for for news apps Apps Growth of mobile Reinvent content Reinvent advertising Frictionless payments Portable Print qualities New experience Production processes Price Browser Class-based news STRENGTHS WEAKNESS OPPORTUNITY THREATS
  11. 11. Revenue
  12. 12. <ul><li>Subscriptions </li></ul><ul><li>Advertising </li></ul>
  13. 13. Source: Nielsen , ‘Changing Models: A Global Perspective on Paying for Content Online’
  14. 14. Source:
  15. 15. Figures calculated monthly WSJ monthly subscriptions Online Mobile iPad $8.60 $8.60 $17.99
  16. 16. <ul><li>“ You can visit The New York Times twice a month, three times a month, perhaps even almost every day, and never get charged for content. But if you're a really loyal user and you go every day, read multiple pages, the type of person who we think should be paying, should be subscribing, then we will ask you to subscribe. And we think that will work.” </li></ul><ul><li>Media Watch interview with Marc Frons (CTO Digital Operations, The New York Times), 17th February, 2010 </li></ul>
  17. 17. Source: Adrian Short on Flickr
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  19. 19. Source:
  20. 20. <ul><li>Premium publishers have a choice: </li></ul><ul><li>Optimise for ad networks and remove the sales force </li></ul><ul><li>Sell premium branded content and maintain sales force / relationships with advertisers </li></ul><ul><li>Russ Fradin, Adify president </li></ul>
  21. 21. Reach
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