Paywall Strategies for Online Content
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During the first decade of the Internet the dominant monetisation model for media centred around building audience online and then generating revenue from advertisers who wanted to reach that audience. Recent experience in the run-up to, and exacerbated by, the economic downturn has been characterised by an over-supply of inventory and falling CPM's. This has rendered many existing media models unsustainable and has thrown the focus back on paid content and registration systems to restrict open access.
Now, as we enter a new decade all the major media companies are looking at the different models for delivering paid content online. However, this is not a quick process and there are many strategies for implementation. Which is the right one for your business? What course have your competitors chosen? Do you have the relevant technical expertise and platforms within your company?
Much has been written about paywalls but now TheMediaBriefing brings you the first comprehensive and practical in-depth, c. 80 page intelligence report on the subject. This is vital reading for anyone involved in the production, distribution and monetisation of content online.
This major intelligence report is the first of its kind.
Scope of the Research
- Discusses the evolution of media business models online.
- Outlines possible strategies for developing pay / registration walls for content.
- Looks at the technology implications of each strategy.
- Examines the evolving relationship between search engines and content providers.
- Highlights some of the lessons learned from experiments to date.
- Provides charts and tables to help in business presentations.
Chapter Headings
- Introduction - how did we get to this point?
- The move away from free & the evolution of 'freemium'
- Search engines and the link economy
- 7 models for paid content online that you might be considering:
- Total lock down
- Metered access
- Feature limited
- Time limited
- Seat / IP limited
- Pay-per-view
- Bundled access
- The implications on corporate technology and content management systems
- Experience to date - a round up of who is trying which model and an analysis of results
- The future?
Written by Peter Kirwan
Peter Kirwan is a journalist and publisher with more than a few years’ experience of the clash of civilizations between media, marketing and technology. Currently, he works as a freelance journalist for The Media Guardian, Wired (where he writes The Great Transition, a fortnightly column) and Press Gazette (where he blogs about media finance and business models).
Multi-user licenses: The report will be supplied in printed form for individual use. If you would like to share copies with your colleagues we can supply the information electronically on a site license basis. Please contact us at reports@briefingmedia.com for details and a quote.
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