Internet platform - a new income item for a media company, Commercial...

The Internet platform is a new revenue item for a media company

Commercial projects on the site

1. Long-term commercial projects ( from 1 year to several years ). In 2001, the new media division of the largest Swedish newspaper Aftonbladet began to look for new ways to attract users to the site and new sources of cash receipts. It was decided to start the program Viktklubben ("Weight Loss Club"), which in May 2003 attracted 115,000 subscribers. Overweight is a big problem in many Western European countries, so this project immediately began to enjoy great interest. Subscribers paid membership fees of participants - from 25 to 30 euros per year.

The project was developed with the assistance of specialists in the loss of the Stockholm clinic. The site hosted extensive databases on food, cooking recipes, fitness. The exercise programs were presented in the form of video films. Club members could anonymously talk about their successes.

In addition, the "Weight Loss Club" earns on the sale of books and pedometers, but the income from this activity is small.

In the online edition of "USA Today in April 2002, a section on travel appeared. It is a trusted, easy-to-use, exhaustive source of information about travel and resources for mobile operators who want to control travel. Travel section of the site has a system for planning and booking tours, as well as posting information and news for travelers. Of particular interest are city guides targeting traveling businessmen who need information about the weather, flight delays and commercial news of airlines in real time.

Traffic on the site in the travel section since its launch has grown significantly. In addition, the financial impact of advertising in this section is quite large.

Very interesting can be called the project "Blondes against brunettes," conducted on the site "Komsomolskaya Pravda" in 2011. The essence of it was that blondes and brunettes put their photos on the site and competed, which of the two groups will get the maximum number of votes. The winning girls were selected from the group that eventually gained a larger number of votes.

The project helped attract a female audience to the site, voting attracted the attention of the additional audience to the site and to the brand itself, as traditionally participants asked to vote all their friends. The contest also helped to get the address base for further interaction.

2. Short-term commercial projects conducted within the framework of an event (1-2 months). On the website of the newspaper "Soviet Sports"; Within the framework of Euro 2012, during the month (08.06-01.07) a competition "Forecasts" was held. Users were asked to guess the score of each match. Only registered users could participate in the competition. With the correct answer, the user received points. The rating was created by the number of points. A total of 6324 participants were registered, 43122 forecasts were made. Fixed 100000 page views of the forecast page.

Paid content on the site

What should be access to site materials - paid or free? This issue has been standing since the beginning of the development of online versions of the media and remains open to this day. In 2009, publishers of newspapers around the world began to actively pursue the issue of charging for content. Various publishing associations, such as WAN-IFRA and the American Association of Newspapers (NAA), organized a series of meetings with publishers in the hope of finding ways to charge for valuable, unique content, while continuing to offer generic, less unique content for free. In 2010, some newspapers began to switch to these new models. Others announced their intention to do so in the future. Most of the plans are at the experimental stage, and others (even if they have existed for several years) are constantly changing.

Deciding on when and what fees should be charged for the content of online versions is given to publishers of newspapers with great difficulty. Most of them began with the introduction of compulsory registration followed by the payment of high-quality content. To date, several models have been formed to organize paid content on the site.

1 Access to all materials of the site is paid. British "Times", unlike the vast majority of foreign newspapers, provides access to materials on the site only through payment. In July 2011, the newspaper offered a subscription cost of £ 1. Art. for the first month. She gave access to both the materials of the sites "Times" and "Sunday Times", and to their iPad-applications. After a month, users had to pay 9.99 pounds. Art. A subscription on the website means that the company Apple will not get 30%, which gets if the subscription is sold through the "Store Store". In addition, such a digital subscription model allowed the newspaper to collect information about readers, selling a subscription through the iTunes store, it's impossible to do.

The data published on the site "News Corporation"; in July 2011, showed that the "Times" and Sunday Times There were more than 100,000 digital subscribers a year after accessing the website. More than 35,000 numbers The Times and 31,000 issues of the weekly "The Sunday Times"; daily downloaded to tablets.

2. A hybrid model, consisting of paid and free content (often called freemium - from free - free and premium - preferred ), in which the main content is provided for free, and for premium content (extended or special functions), a fee is charged:

Paid subscription to the latest edition number and access to the archive on the site. On the website of the newspaper "Economics and Life" a lot of paid materials. Paid content is a digitized version of the "Economy and Life" and other editions of the ID "Economical Newspaper". Subscribers of paid content - former readers of the paper version. Through the password on the site they receive both a fresh number and access to the archive. Half-year subscription to the newspaper "Economy and Life"; worth 5500 rubles. The price for other publications varies from 2 to 5 thousand for six months.

Combination of free and paid materials. Until June 2012 on the website of the newspaper "Vedomosti there was a section called "Newspaper", only subscribers had access to it, other users could read some selected materials. The edition took money not so much for access, but for the convenience of reading all the materials in one place. And it was effective. According to P. Sukhov, who from 2011-2013. served as editor-in-chief "", "money earned, the audience was not lost." Now the policy has changed. There are some materials that the user can watch for free. When he reaches a certain limit, he is asked to register and pay money. Limits can be mobile. The user can read 20 materials, then he is asked to register, he can read another 10 and he is asked to pay.

The French daily Le Monde offers two versions of its Internet version. One is free, which is publicly available, and the other is paid. To attract the maximum number of Internet users to the free version by meeting their need for up-to-date information, so that among them there will appear paid subscribers interested in more detailed and complete information, access to the archive and other special services. Among other things, the paid version of "Le includes a digital copy of a printed newspaper, access to archival materials, a summary of news and a daily forecast, which is sent by email early in the morning along with "hot" news.

The Financial Times in May 2002 also launched a new advanced version of its Internet site, which combines both paid content and materials in the public domain.

Special paid offers. In 2002, in the edition of "The Daily Telegraph It was decided to transfer to the site a crossword puzzle - one of the most valuable elements of this conservative British newspaper. The site was created Society of Crossword Lovers & quot ;. The annual subscription was then £ 10. Today, the cost per year is 35.88 pounds. item, and for a month - 4.99 pounds. Art. Users are given access to various puzzles and interactive crossword puzzles, as well as to the archive of puzzles. Two main reasons allowed the publication to significantly raise the price - up to 20 pounds. Art. already in 2003. Firstly, it was known that fans of solving crossword puzzles are very loyal to the brand. Secondly, the newspaper managed to introduce many additional services and provide benefits to subscribers, which added the cost of the subscription. So in order to develop the service in January 2004, various additional services and content were added to it: Mysterious variations (Enigmatic Variations) - a complex crossword puzzle from the Sunday edition of the newspaper and playing the words "Exclusion" (Elimination). The site has been placed a link to the site of the dictionary Chambers - the most revered among the compilers and solvers of crossword puzzles. It is very important to add values ​​to the original proposal all the time.

Costs for crossword puzzles are printed. It employs a group of dozens of compilers, which includes both professors at Oxford University and housewives. The costs for technical solutions were one-off.

Another important source of income has become a telephone line, according to which tips are reported. A fee is charged for using the line. Its profitability is explained by the fanaticism of the crossword puzzlers.

According to some foreign experts, paid subscription models will develop as the world economy leaves the economic crisis as long as the content is distributed digitally. Quality free content on the Internet will attract advertising.

Many people find the right news through search engines, such as, for example, Google. But paid articles will not be able to get high Google rankings - they will be almost invisible in search engines. Therefore, if newspapers are going to charge fees for articles, they need to find a solution to this problem. Currently, the Wall Street Journal allows free access to its paid articles through Google, but it's unfair to those customers who pay for such access, so they can stop potential subscribers.

Online store on the site

Some publishing houses open on their websites online stores. For example, ID Komsomolskaya Pravda a good income brings its online store (sale of book collections, cartoon collections, etc.). On the Argument & Facts There is an online store where you can buy books in digital format on a variety of topics. The Books was formed as a result of the cooperation of the ID A & F with the company LitRes - the largest rightholder to use electronic copies of United States-language books on the network.

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