John Zhu
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11 years ago @ Matters of Varying Ins... - My Theory: The Paywall... · 0 replies · +1 points
Hey, did we just have a debate about paywalls without it turning into a religious war?
11 years ago @ Matters of Varying Ins... - My Theory: The Paywall... · 0 replies · +1 points
The resources, attention, and priority for implementing paywalls are indeed big factors, which is why I say paywalls should be "evaluated" (as opposed to just implemented b/c it worked for this other guy) as a potential revenue stream like all other potential revenue streams. Every strategy takes resources away from another, so let's evaluate them all on their own merits, pick a mix, and adjust it as things progress. Paywalls may not be right for many, if not most, papers, just as, say, a newsroom cafe may not be right for many papers (e.g., their audience may be more McCafe than Starbucks).
You asked: "Can you cite one example, just one, of a newspaper company pouring similar resources, attention and priority into development of a revenue source that's not ads or subs?"
How about yours? :) Seriously, while I can point to projects here and there, no, I can't name a single newspaper company that's spending as much on a revenue source other than ads and subs. But those two are, after all, the two biggest digital revenue sources for media, newspapers or otherwise. So the fact that investment in non-ad, no-sub revenue streams has been limited is not surprising.
Is it bad? I definitely think there needs to be more investment in this area, but how much more depends on how much potential revenue there is in those alternative sources. So the NYT (reportedly) spends $40 million to make/save $100 million (or whatever the real number is). To say whether that money would've been better spent on developing non-ad, non-sub revenue sources, we need to know whether there is $60 million of potential non-ad, non-sub revenue out there to be had. And I'm not qualified to say whether there is or not. Got any resources/research on that kind of info? (NOTE, edited to clean up typo).
11 years ago @ Matters of Varying Ins... - My Theory: The Paywall... · 0 replies · +1 points
You're absolutely right in your post that paywalls will be subject to disruption, even if they work. BUT, name one successful business strategy that isn't subject to disruption. To me, that's not an argument to not do something. It's an argument to remain constantly vigilant, and I don't see a paywall as inherently counter to that. Maybe that's the main divergence in our opinions.
You're right that nothing the NYT does can be reasonably extrapolated to most other newspapers. I've always thought the same thing as well. But also consider that the mantra in the months leading up to the Times' metered system was "It won't work." Now, the mantra is "Fine, it seems like it may be working, but it won't work for anybody else." What will we be chanting next year? What I draw from it is that in the end, you just have to try something (with an informed strategy) to see if'd work. Clay Shirky did say this is the time for experiments, no?
You say you won't call the NYT paywall a success until its business starts growing rather than cutting. Fine. I have no problem with that. All I ask is that media doers and observers apply that same standard in assessing all strategies, including the so-called "forward-looking" ones. From what I've seen, that's not happening, or at least not enough.
Finally, I'll pose the same question to you as I posed to Mathew Ingram: I'd like to see examples of paywalls killing off innovation, where a newspaper was innovating before, then put in a paywall, and has lost the will to try other things. I'm not aware of any examples, which is why I think papers that put in a paywall and think they're done innovating weren't innovating to begin with, so there's no innovation to kill off there. But if you show me some good examples, I'll say something I haven't seen anybody else in this discussion say: I was wrong about that.
11 years ago @ Matters of Varying Ins... - How to (Voluntarily) B... · 0 replies · +1 points