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Text of NYT paywall

Key issues of the case

The Paywall

AgendaCompany BackgroundKey IssuesIndustry and CompetitionEarlier Paywall AttemptsEarly ResultsSWOT and PEST analyses

Options and SuggestionsPros and ConsFuture of NewspapersFast-forward to 2017: NYTimes nowLessons Learned

1851Include$2.3 billion $57 millionTOP 3$143 million

1996

March 17, 2011 launched in 2 weeks later

March 28, 2011 launched in

Youve reachedthe limit of 4 free slides$ubscribe to continue reading

March 17, 2011 launched in 2 weeks later

March 28, 2011 launched in

Key issues of the caseAre they willing to pay?How the public will react? Is a paywall a good idea for a long term?

50%

11

lucas bentivenha (lb) - The Wall Sreet Journal

32 MM Unique VisitorsCPM Social U$ 0,56 X News U$ 6,99 visitors who are exposed to display ads on news sites are more likely than average to visit the advertiser website, are heavier online buyers and tend to have higher household income. Jeff Hackett, comScore senior vice president

The first video14

Attempt 1 (1996)

Website Launch

$35 per month overseas

Attempt 2 (2005)

TimesSelect

$45.95 per year

15

4 options came to the fore

All or Nothing

Exclusive Content

Metered System

Device- Specific offer

Digital Editions Print Home DeliverySubscriptions PriceSubscriptions Price

17

+390,000 paid digital subscribers 70% of the print subscribers registered for digital access for freeThe digital ad revenue by 5.3% but the print one by 7.8%Digital ad revenue = 28% of total ad revenue

Early Results

Pest analysis

No governmental regulationsFreedom of expressionNo licensing requirementsRevenues and subscriptions had steadily declinedThe audience is not willing to pay for online subscriptions The model of mass communication had changedThe internet is substituting the printsVarious blogs, social media, web sitespeoples perception of news has dramatically changed prefer to simply browse through the internet PoliticalTechnologicalSocioculturalEconomical

Five Forces AnalysisBargaining Power of Suppliers Very LowBargaining Power of ConsumersHighThreat of New Entrantsprinted newspaper Lowonline newspaper - HighThreat of Substitutes HighThreat of SubstitutesHigh

B. Paywall

C. Pay as you go

D. Sell the company and go to Bahamas

A. Ad based model withfree contentWhat should New York Times do?

B. Paywall

C. Pay as you go

D. Sell the company and go to Bahamas

A. Ad based model with free contentWhat should New York Times do?

Paywall with a different approach

Supporting Facts

Iris Chyi (2012) School of Journalism at the University of TexasAmericans are willing to pay

Micropayments are a great success in Germany and NetherlandBut North America?

Pros

Legitimize the Content

Generates Revenues

Cons

Competition

Easy to get around

The Future of NewspapersPaywall

Some experts considered it a successTemporary measure for declining industry

The Future of NewspapersPaywall

Is it working?Will subscribers grow?Digital will cannibalize print?Will it sustain in the future?

Paywall

$3,75 / week$6,25 / week$8,75 / weekin 2017

in 2017

Vital moment in the life of The New York Times:

A need for change

New York Times in 2017

ReportStaff

Way of Working

Vision for the Future:

What needs to be changed

You cannot stick to the old ways of doing business in the fast pace digital era

Do not be afraid of radical changes

Diversify your business

People are still willing to pay for quality

Key Learnings

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