TheMediaBriefing：欧洲内容付费成功策略Europe’s-successful-pai课件.pptx

1、Europes successfulpaid cont ent st rat egiesCont entsIntroductionIEuropes successful paid cont ent strat egiesForewordOverviewCase Studies:Aftenposten BILDCorriere della Sera De Correspondent The EconomistEl Espaol Financial Times Le Monde Liberation MediapartNZZ SZThe National The Times VGiiiii1681

2、0121416182022242628303234Int roductionTh a n k you for downloading TheMediaBriefingsreport on Europe s successful Paid content strategies.The brightest beacons for paid content are gen-erally perceived to be American.The New York Times,The Wall Street Journal and latterly the Washington Post,dominat

3、e discussions on how to do paid content right.Leading UK publishers sometimes get an honourable men-tion,but few media houses on the continent receive any coverage outside their own borders.We wanted to redress that imbalance by putting together a report that introduces some of the leading European

4、play-ers in the paid content arena,and some interesting new-comers.In producing the report,we have drawn on direct interviews with executives involved in the implementation of successful paid content strategies and the general indus-try news reflecting their progress.The report is not a guide to eve

5、ry contour of the paid content landscape there are publishers we will add to future reports,like Polands Gazetta Wyborska which has notched up growth of 30%in 2016 to secure 100,000 pay-ing subscribers.But we hope we have managed to high-light a representative cross-section of the European pub-lishe

6、rs succeeding in paid content at the moment.Huge thanks go to our sponsor CeleraOne-without their generous support we simply wouldnt have been able to invest the time needed to conduct the interviews and re-search required to write this report.We really hope you find the report useful and are very k

7、een to hear what you think.Please get in touch and let us know what you liked and what youd like to learn more about in the future.Very best regards,Pet er Houston,Editor at Large,TheMediaBriefing2Europes successful paid cont ent strat egiesForew ordAmusingly,paywalls manage to be both the mostoverr

8、ated and most underrated business modelin digital publishing.They are overrated whenpublishers expect that the mere installation of a payment button is all the work it takes to“save”journalism actu-ally,it takes much more.They are underrated when the sceptical camp still claims that only the New Yor

9、k Times and the Wall Street Journal can master the building of a successful paid content scheme.There are plenty of examples,from Amsterdam,Berlin,Paris,Oslo,Munich or Zurich,where paid subscriptions account for 20%,30%,40%or more of the digital revenues.Who had expected this only four years ago?Thi

10、s report collects some of these case studies and identifies what makes them successful.Its no surprise that paywalls dont work if the effort is half-hearted.Behind every success story is a dedicated team.Its the people who make the difference.They need strong support from top management that is back

11、ed by investments in technology,product and marketing.The foundation is a journalism with a unique editorial tone and loyal readers.But thats not enough:Alongside all these factors,a gener-ous portion of tenacity is also required given that it gen-erally takes more than two or three years to test,ad

12、apt or change the paid model until the right proposition is found.All these efforts offer plenty of advantages in the long run.Subscription revenues allow for a much healthier income mix,particularly when display advertising is increasingly selling at low margins.Paywalls are a tool to build relatio

13、n-ships:Premium sections allow publishers to obligate users to register,collecting cross-device data.“Behind everysuccess story is adedicated team3Europes successful paid cont ent strat egiesIdentified and registered users are key for other business models as well,such as advertising,newsletters or

14、mer-chandising.Yet maybe the greatest side effect of a paywall is that it makes publishers and editors focus on their most loyal readers rather than chasing anonymous clicks.During the last few years,paid content became one impor-tant tool in the toolkit for many publishers.It will become more impor

15、tant still as teams,technology and products improve.Strict,rule-based paywalls will soon be a thing of the past as machine learning automates and optimizes conversion.With the advent of adblockers,new subscriptions schemes are emerging,e.g.those offering a light ad experience.Certain media may also

16、start playing key roles;videos or podcasts can be a trigger for younger audiences.It seems that most levers in the paid content machinery have not yet been touched.We are both excited and proud to continue our work together with publishers on this journey.4Europes successful paid cont ent strat egie

17、sDr Falk-Florian Henrich,CeleraOne“Most levers inthe paid contentmachinery havenot yet beentouchedA t CeleraOne we supportpublishers with paid content,identity management(SSO)and user segmentation strategies.We have implemented more than 30 projects for leading publishers including Neue Zrcher Zeitu

18、ng,Zeit Online,Tamedia,De Persgroep and many other great publishers.Our team brings together experts in Softw are Engineering,Big Data,Machine Learning,E-commerce and Publishing.“There are plentyof paywall solutions.But when publishersare big and ambitious,they usually go for CeleraOne.“KRESS PRO 08

19、/2016Can we tell you more about our solutions?Send an email to O verview1Europes successful paid cont ent strat egiesIts no great secret that fewer people are willing to payfor content than the publishing community would like.The Internets Original Sin content for free hangsheavy over most media hou

20、ses as they watch digital display revenues shrinking instead of expanding into the gap left by failing print incomes.But necessity is the mother of invention and the tide is be-ginning to turn away from free and towards paid content.The New York Times has led the paid content charge,at least in term

21、s of raw numbers,and the paper has set read-er revenues at the centre of its 2020 strategy.Reporting1.6 million digital subscribers toward the end of 2016,the NYTs subscriptions growth is as much as 10 times what it was in 2015.A target of 10 million subscribers by the end of the decade doesnt seem

22、completely impossible.The NYTs is the highest profile paid content success story,but the Gray Lady is not the only newspaper making a go of paid content.European efforts in the space are often less grand in scale,but equally impressive when the size and di-versity of the continents publishing market

23、s is considered.French trailblazer Mediapart has almost 130,000 paid subscribers in a country of 60 million people.Scale that to a population of more than 300 million and thats 650,000 subscribers,two-thirds of the NYTs total,but achieved in less than 10 years instead of 166.Its exactly because they

24、 are on a smaller scale,that Europes paid content success stories are interesting to the general publishing community.The test-and-learn ethos that links all the case studies in this report is crucial in developing a paid content formula that suits your business.Evolving modelsThere is no one-size-f

25、its all formula for achieving success in paid content.Even for individual publishers,evolution of their paywall strategy is guaranteed-switches from hard to soft to hybrid and back again are common.“The tide is to turnbeginningaway from freeand towards paidcontentConversion from free to paid readers

26、hip lies at the core of most paid content strategies.Even for publications with content that is normally locked up tight,teasing readers with free access or nominal-cost trials has become a major marketing strategy.Subscription marketing is no longer just a numbers game,data is enabling publishers t

27、o identify content that con-verts.They are now looking hard at what type of content engages audiences deeply enough to get them to pay,or at least register,spending as much time analysing and plan-ning free-article promotions as they once spent counting page views and unique visitors.Reach is still

28、important,with marketers targeting estab-lished print audiences and visitors to their free web pages as prime prospects.They are also looking to social media to build and engage new audiences.Social sharing is used to deliver trial access to paid content,but publishers are working hard to make it cl

29、ear that access is compliments of someone who paid,not free.Print readers remain a prime starting point and print-dig-ital bundles are ubiquitous.Interest is building inweek-splitting combination deals subscribers get digital on weekdays when they are travelling to and from work,and a more leisurely

30、 print experience at the weekends.Promoting the value of subscriptions is crucial.For more general interest brands,that means bundling extras from sporting highlights to special offers and sweepstakes.Oth-er,more specialist content producers,are heavily promot-ing the exclusivity of their content an

31、d highlighting the trust advantages offered by a premium news brand in a world of fake news.Reader relationshipsCommunities are also key to paid content sales.These are being nurtured around publishing brands through regular,habit-forming,consumption of content.Email newsletters are playing an incre

32、asingly important part of the relation-ship-building process,tapping niche interests to boost engagement.01020304050Monthly price point()2Europes successful paid cont ent strat egies60angmesnallusZZartionndemesolistenteraILDtenAftenpostenBILDCorriere della SeraDe CorrespondentThe EconomistEl EspaolF

33、inancial TimesLe MondeLiberationMediapartNZZSZThe NationalThe TimesVGComparison of monthly price points*Conversion to Euros correct as of Jan 2017Where communities already exist in broader society,they are ripe for publishers with the right content mix and po-sitioning to to target with payment opti

34、ons.Publishers are engaging readers in these groups with alternative points of view,but also by offering opportunities for participation,either in direct content creation or within the journalistic process.However it manifests,the direct relationship between pub-lisher and reader is a powerful drive

35、r for building alterna-tive revenues.Beyond direct marketing of subscriptions and renewals,the data captured from subscribers is also being used to develop targeted,ultimately personalised,marketing and advertising propositions.And the need to understand audiences well enough to charge them money ha

36、s also led to product development opportunities.App extensions that up the frequency of content distribution or deliver early access are being used to introduce entry-level price points and add value to base-line subscription packages.Organisational changeThe shift away from ad-supported to paid con

37、tent publish-ing models has brought change within the organisation.The focus on value over volume in digital content hasre-emphasised the importance of the role of content crea-tors.But it has also forced editors and journalists to re-organise around always on digital schedules,to abandon the pre-em

38、inence of print and to engage with the commer-cial propositions being built around their digital content.Collaboration and cooperation in a new environment are not always easy.But with prints decline showing no signs of easing and digital display revenues heading in the same direction,the developmen

39、t of some level of paid content seems inevitable for Europes publishers.Uniting the whole organisation behind the enterprise to develop a paid proposition that the audience will value is a common first step in the development of a successful paid content strategy.Trial and error is the second.Hopefu

40、lly,success is the third.“inevitable seemsThe developmentof some levelof paid contentfor EuropespublishersHard paywall3Europes successful paid cont ent strat egiesHybridPaid trialsFreemiumMeteredPopularity of paywall typesEuropes successful paid cont ent strat egies0100,000600,000200,000300,000400,0

41、00Number of digital subscribers500,000AftenpostenBILDCorriere della Sera De Correspondent The EconomistEl Espaol Financial TimesLe Monde Libration MediapartNZZSZPlus The National The Times Verdens GangSide-by-side:Paid digital subscribers4Case Studies5Europes successful paid cont ent strat egies“tha

42、n we did a yearago“We have targets which are very much on subscriptions.In terms of editorial,we are now focusing on what can sell subscriptions.Before we had how much traffic?,now we have how many subscriptions can we sell?”Tor JacobsenChief Commercial Officer,Schibsted NorgeNORWAYA ft enpost enFoc

43、using on what sells subscriptionsNorways biggest print group has shiftedaway from traffic metrics to analysingwhat type of content encourages free to paid conversion6Europes successful paid cont ent strat egiesAftenposten,published by Schibsted Norge,isNorways largest print newspaper,with 370,000sub

44、scribers,110,000 digital only.Together withBergens Tidende,Stavanger Aftenblad and Fdrelandsven-nen the Schibsted Norge group has over 1.2 million readers every day.The papers began charging for online content in 2012,intro-ducing a metered paywall for Aftenposten and a freemium model for the three

45、other brands.Aftenposten and Bergens Tidende have since switched to a hybrid model combin-ing freemium and metered access.Stavanger Aftenblad and Fdrelandsvennen have stayed with a freemium model.Regardless of model,all papers in the group have increased the percentage of subscriber-only content-Ber

46、gens Tidende now locks about 50%of its content compared with between 15%and 20%just two years ago.We have locked alot more content0200,000400,000600,000800,0001,000,0001,200,000The papers offers subscribers three options:Digital only,digital plus weekend print,and digital plus all print.Management h

47、as been encouraging a change in focus,tar-geting subscription sales and conversions based on audience data.For editorial especially,this marks a shift away from previous targets set around how much traffic was generated to the promotion of the types of articles that will sell sub-scriptions.Long-ter

48、m,Schibsted subscription sites are moving toward a membership model with non-members missing out on the best content but also on good deals.Current subscription offers lead on heavy discounting,with first months access being offered for Kr1 compared to the usual digital price of Kr199.The offer has

49、been heavily pro-moted against all free content.This is positioned as,effec-tively,a free trial,but the paper reports strong conversions from a campaign in October,2016.The publisher advises that,for online subscriptions to be suc-cessful,it is essential to communicate a clear commitment to your pai

50、d content strategy.Without clear communication of the offer,readers will continue to question why they should pay for content that they have been getting for free.Forecasting a continued drop in advertising revenue mainly driven by Google and Facebook in addition to a decline in print advertising,Sc