Two Thousand and Ten Digital Marketing Outlook
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From the category archives:
Advertising
Obviously, the publishing business – especially print – can’t support much of the old operational costs built in to production and distribution. It will take rigid monetization models (pay walls), innovative content and licensing alliances (e-Readers,etc) and better bridging of online and offline communities. That’s a tall order for most organizations because their business has been so dependent on ready-steady advertising for so many years. When Craigslist killed classifieds and the bottom fell out of the auto industry, well, you could predict the ramifications.
One potential business model that newspapers are exploring is charging a monthly fee to read a daily newspaper’s content online. This model, however, seems unlikely to work as three-quarters of online adults (77%) say they would not be willing to pay anything to read a newspaper’s content online. While some are willing to pay, one in five online adults (19%) would only pay between $1 and $10 a month for this online content and only 5% would pay more than $10 a month.
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It’s great to hear Lee describe how he took ownership of the project and used society’s collective input to spur his creativity.
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Rafat Ali mentions how the pay wall efforts may subside as the ad market picks back up. I think the larger challenge is what mix media companies bring to the table for their constituencies. Conventional wisdom points to a hybrid model — combining micro-payments and the typical monthly and annual subscription scenarios. Talking that a bit further is where it gets interesting. AOL, Demand Media and others are aggressively pursuing the citizen journalist. You have to think the media companies that can monetize those types of ancillary channels are the ones that’ll have the head start in 2010. What do you think. What else are you seeing?
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