I've been exploring the preview of The Times paywall. A few things have stood out for me.
1. The Times are attempting a 'news plus' model - it isn't trying to sell articles you can get elsewhere for free, it is attempting to sell bespoke digital content
2. It is an extension of the Times membership card scheme and therefore giving readers a feeling of inclusion, and belonging
3. Interactivity will be king. Blogs, discussions, comments are in
4. The use of embedded videos and multimedia galleries will be frequent but will carry a much more artistic feel
5. The Times will attempt to carry the following for their star writers behind the paywall, such as Mike Atherton in sport
Overall, I would be willing to extend my membership when the final paywall comes down if I can be sure I'm getting fresh, thought provoking content that will allow me to join discussion and debate.
My next question is how this could provide opportunity or threat for PRs? The first points I would make is that it can allow for truly exclusive opportunities.
For example, my brother is an artist and if he could secure an exclusive preview for his shows with The Times then the power of that would be in reaching a niche audience of bespoke minds. For businesses, the editorial team will surely be looking for interviews and opportunities with CEOs that can remain within the paywall and I imagine there will be many businesses happy to discuss this with them.
In terms of marketing creativity, the paywall may also offer a full marketing solution for businesses as the Times will be able to offer data on readers which can in its own way prove as equally as attractive of some of the information sold by social networking sites such as Facebook.
So, interesting times ahead. I'll be looking to refresh my views when the new paywall is up and running properly.
Showing posts with label The Times. Show all posts
Showing posts with label The Times. Show all posts
Thursday, 27 May 2010
Tuesday, 13 April 2010
Financial Times stikes deal with Foursquare
This week saw the FT strike a deal with Foursquare to allow people to check in and unlock its pay wall
(http://www.guardian.co.uk/media/pda/2010/apr/12/foursquare-ft)
For me, this shows how it's not just brands who needs to find a way of operating within exisitng social media platforms, it's the media too.
Although all the major media have a presense on the leading platforms, very few have matched brands in finding innovative ways to engage potential readers (and therefore customers) in the way brands have.
I think media marketing teaams have been lazy in this respect.
If you are the Times, about to get a shiny new paywall, your social media strategy must be geared towards increasing entry into your paywall and boosting revenue streams.
Simply being on Facebook, or having a Twitter feed, isn't enough to deliver new, unique and paying users; and by new I mean online consumers who would otherwise not think of visitng a website.
By looking to creative partnerships with social media platforms - and even brands - British media can get away from the 'free DVD on Sunday' approach and seek to engage consumers in the same way as the biggest brands have done successfully.
So, well done, FT. Let's see some more of this type of innovation.
(http://www.guardian.co.uk/media/pda/2010/apr/12/foursquare-ft)
For me, this shows how it's not just brands who needs to find a way of operating within exisitng social media platforms, it's the media too.
Although all the major media have a presense on the leading platforms, very few have matched brands in finding innovative ways to engage potential readers (and therefore customers) in the way brands have.
I think media marketing teaams have been lazy in this respect.
If you are the Times, about to get a shiny new paywall, your social media strategy must be geared towards increasing entry into your paywall and boosting revenue streams.
Simply being on Facebook, or having a Twitter feed, isn't enough to deliver new, unique and paying users; and by new I mean online consumers who would otherwise not think of visitng a website.
By looking to creative partnerships with social media platforms - and even brands - British media can get away from the 'free DVD on Sunday' approach and seek to engage consumers in the same way as the biggest brands have done successfully.
So, well done, FT. Let's see some more of this type of innovation.
Sunday, 15 November 2009
Newspaper circulations continuing to fall
http://www.marketingweek.co.uk/news/newspaper-circulation-continues-to-slide/3006722.article
The latest newspaper circulation figures show a decrease in circulation of between 0.5-4.5% for all the nationals, bar the Times and the Financial Times, who should be applauded for marginal increases.
It will be interesting to see how the online figures compare - I'm sure Rupert Murdoch is especially interested as he continues to push forward his plans to charge for online content.
Either way, with circulations decreasing at this rate the industry will need to propose a blanket solution to the problems before some of the national papers follow the lead of the regionals and fold. At the very least, some may need to consider going completely online as printing millions of copies to sell less than a third is not sustainable.
The problem is that no one wants to pay per article or per paper, as competition is too intense - there will always be a free source of news.
The BBC also poses a problem as it provides top quality content for free - that's reflected in the way so many in the media are clamouring to take pot shots at the BBC.
I'd like to see a DCMS review into the future of the industry made up of an expert panel of suitable talent such as Greg Dyke, for example.
It's essential for democracy and needs to happen sooner rather than later.
P.S. the Telegraph decline is interesting. Does this show a move to online readership or does it prove that in today's media marketplace, no matter how big the scoop - MP's scandal - a reader's loyalties cannot be sustained beyond the next story...
The latest newspaper circulation figures show a decrease in circulation of between 0.5-4.5% for all the nationals, bar the Times and the Financial Times, who should be applauded for marginal increases.
It will be interesting to see how the online figures compare - I'm sure Rupert Murdoch is especially interested as he continues to push forward his plans to charge for online content.
Either way, with circulations decreasing at this rate the industry will need to propose a blanket solution to the problems before some of the national papers follow the lead of the regionals and fold. At the very least, some may need to consider going completely online as printing millions of copies to sell less than a third is not sustainable.
The problem is that no one wants to pay per article or per paper, as competition is too intense - there will always be a free source of news.
The BBC also poses a problem as it provides top quality content for free - that's reflected in the way so many in the media are clamouring to take pot shots at the BBC.
I'd like to see a DCMS review into the future of the industry made up of an expert panel of suitable talent such as Greg Dyke, for example.
It's essential for democracy and needs to happen sooner rather than later.
P.S. the Telegraph decline is interesting. Does this show a move to online readership or does it prove that in today's media marketplace, no matter how big the scoop - MP's scandal - a reader's loyalties cannot be sustained beyond the next story...
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