Making money from premium journalism

Skye DohertyApril 2010

exclusivity

audiencemarket

content

technology

creativity

storytellingexperimentation

advertising

paywalls revenue

beta

journalism

interaction

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Content

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• Creative / Original• Professionally produced• Experimentation• Delivery platforms

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6Source: http://discussions.ft.com/longroom

7Source: http://www.nytimes.com/interactive/2009/09/29/health/health-care-conversations.html?ref=health

8Source: Electric Sheep Company via Tao Takashi on Flickr

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“If you have an idea, get out there and do it … there are no excuses”

Suzanne Stefanac, AFI Digital Content Lab director

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Made for consumptionNo FlashMultitaskingFew pay for for news apps

AppsGrowth of mobileReinvent contentReinvent advertisingFrictionless payments

PortablePrint qualitiesNew experience

Production processesPriceBrowserClass-based news

STRENGTHS WEAKNESS

OPPORTUNITY THREATS

Revenue

• Subscriptions• Advertising

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13Source: Nielsen , ‘Changing Models: A Global Perspective on Paying for Content Online’

14Source: http://www.ft.com/cms/275bc334-3063-11dc-9a81-0000779fd2ac.html?segid=70011

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Online Mobile iPad

$8.60 $8.60 $17.99

Figures calculated monthly

WSJ monthly subscriptions

“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.”

Media Watch interview with Marc Frons (CTO Digital Operations, The New York Times), 17th February, 2010

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17Source: Adrian Short on Flickr

18http://www.mondaynote.com/2009/03/08/raw-data-comparing-arpus/

19Source: http://www.liesdamnedlies.com/2008/11/online-ad-business-101-part-vi-ad-exchanges.html

Premium publishers have a choice:1.Optimise for ad networks and remove the sales

force2.Sell premium branded content and maintain

sales force / relationships with advertisers

Russ Fradin, Adify president

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Reach

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