Reversal of fortune
Watched an interesting story on the future of newspapers on the ABC's 7.30 Report.
One of the key points made in the show was charging for online news.
This is an interesting idea I think.
Several major newspapers used to charge for so called premium content on their websites.
Slowly but surely most of this premium content has become free to view simply because people are used to getting online news for free.
So how can a news publisher turn this equation on its head and start charging again?
Free newspapers.
Yes you read that correctly. Free newspapers.
Here in Melbourne each and every day commuters enjoy a free copy of MX on their train ride home. This paper is published by News Ltd.
Imagine if News Ltd's morning newspaper the Herald Sun was also given away.
It would give the publisher enormous reach and readership. Not for its news stories - for its advertising.
Now imagine if a large majority of the stories carried by these papers had expanded content including video footage available online.
I'm sure people would be interested in paying for this.
Maybe not just yet. But how about 10 years from now, when many smaller publishers have gone bankrupt?
The 7.30 Report story said that Australia's oldest and best broadsheets are in danger of disappearing.
So the prospect of this happening is surely a reality.
And when it happens you can bet News Ltd will be more than happy to give former readers of The Age and the Sydney Morning Herald free papers in exchange for subscription based premium content online.
Labels: newspapers, online, publishing
posted by Stan Lee at 8:20 PM
4 Comments:
I received links to further reading on this post via Twitter. Thought I'd share them here:
http://bit.ly/3bKkEk - From John Bergin
http://tinyurl.com/c9sym3 - From Matt Hazel
the problem with free papers is that the streets will be filled with rubbish. ever got on a train and notice all the scattered mx pages all over the place?, well imagine that but ten fold down Swanston St.
if it cost nothing, people will treat it like it's worth nothing. why put it in my suitcase to read later when I can just dump it here and pick up another at the stand down the road.
Free news from newspapers reminds me of Radio. Consumers do not pay for the entertainment, news or to listen to the music.. everything is covered by the advertising.
Proves this business strategy can work. What a great idea to increase readership.
I used to work for The Tribune Company. I was a wonderful company. Too bad the newspaper industry has disintegrated.
I started a B2B Lead Generation and Appointment Setting Company called Generation Sales Group.
http://www.generationsalesgroup.com
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