Do legacy publishers – who have sizeable print audiences – have an advantage over digital pure-plays when it comes to convincing their audiences their online content should should be paid for? On the face of it, you’d expect that to be so. They don’t have to worry about consumers knowing who they are, for the most part, and that brand recognition is easy to parlay into the trust required for consumers to sign up for a subscription model.
But PressReader’s Nikolay Maryarov, who specialises in providing an ‘all-you-can-read’ subscription model for news content, like a Spotify for journalism, believes that’s an advantage which is slipping away from legacy publishers: “”Legacy brands have an upper hand. They have much deeper pockets. There is an established, trusted relationship. Brands are important because they validate the trust element… although it is diminishing. 72 percent of 18 – 35s, their trusted news source today is Google. Google doesn’t produce news.”
Kelly Leach, CEO of subscription-optimisers Piano Media, believes that trust issue is exacerbated by publishers’ comparison of their digital product to their print output: “The print subscription price becomes a reference point. I still think in consumers’ minds they expect digital should be cheaper. What we’ve seen work well is not specifically breaking it out but publishers having a bundle and being able to price up that bundle and not necessarily making it a choice.”
In a long-threatened update, Google has just unveiled its latest update to its Trends results, which is likely to strike fear into publishers everywhere. As they become more and more dependent on intermediaries to deliver their content to an audience, any change to how that content is delivered is likely to worry them, and glimpses at how Google measures search trends are an integral part of that.
According to the press release, Google now allows people to “find real-time data on everything from the FIFA scandal to Donald Trump’s presidential campaign kick-off, and get a sense of what stories people are searching for. Many of these changes are based on feedback we’ve collected through conversations with hundreds of journalists and others around the world—so whether you’re a reporter, a researcher, or an armchair trend-tracker, the new site gives you a faster, deeper and more comprehensive view of our world through the lens of Google Search.”
What we’re reading:
- Reuters’ distributed approach to native advertising: Digiday’s Lucia Moses on Reuter’s original approach to native.
- Snapchat’s Live Stories feature can reportedly make $400,000 from 10-second ads: Business Insider on Snapchat’s reputed revenue proposition.
- Startup to redress gender balance in publishing: Gillian Richardson for PBS on a very worthy – and interesting – experiment.
- David Pemsel set to be appointed chief executive of Guardian Media Group: Straight from the horse’s mouth.
The above articles are original TheMediaBriefing analysis, and initially published in our daily morning newsletter.
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