Etwas vermessen das direkt zu Beginn eines Blogs zu schreiben. In einem Blog welches sich mit neuen Geschäftsmodellen im Internet beschäftigt. Und dann auch noch von einem Gastautor. Aber zumindest laut Robert Niles von Online Journalism Review gibt es keine neuen Erlösmodelle, als die schon bekannten:
Direkte Verkäufe und Abogebühren
Die Möglichkeit über eine Publikation für Inhalte Geld zu verlangen wächst linear mit dessen Menge und Einzigartigkeit. Eine Zeitung kostet 1-2 Euro. Ein Magazin 2-10 Euro. Und ein Buch 10-30 Euro. Damit wird auch deutlich, welcher monetäre Mehrwert einer Nachricht durchschnittlich zugesprochen wird. Nämlich der, der nach landläufiger Meinung die Druckerschwärze, das Papier und der Vertrieb kostet.
Deshalb funktioniert laut Niles Paid Content beim normalen Leser auch nicht. Hat noch nie und wird auch nie. Bis auf wenige Ausnahmen wie Cooks Illustrated oder die Financial Times. Bei beiden Seiten zahlen die (sehr wenigen) Leser allerdings nicht primär für den Inhalt, als für die Mitgliedschaft in einer exklusiven Community.
Werbung
Der Klassiker, der sich auch online nicht ändern wird. Solange Autoren Zugang zu Lesern haben, werden Sie diesen Zugang “vermieten” können. Auch in Zeiten von twitter, facebook und google ein probates Mittel, um die eigene Leserschaft auf eine neue Marke oder ein neues Produkt aufmerksam zu machen.
Spenden
Die meisten Anzeigen in Zeitungen sind bzw. waren gleichzeitig versteckte Spenden. Werbetreibende schalteten Anzeigen, da Sie neben dem meist nicht zählbaren Effekt Ihrer Werbung die positive Wirkung der jeweiligen Publikation schätzten. Erst durch die persönliche Abkopplung der Zeitungsverlage von Ihren Werbetreibenden hat sich bei diesen eine kurzsichtige Sicht auf den ROI (Return on Investment) einer Werbeausgabe eingestellt. Verlage müssen wieder Ihre persönliche Beziehung zu den Werbetreibenden stärken damit sich auch deren Einstellung zur Bewertung Ihrer Werbeausgaben ändert.
Robert Niles: “Journalisten und Verlage können nur bestehen, wenn Sie unter den sich verändernden Umständen diese drei Modelle für Ihr Geschäft nüchtern bewerten und sinnvoll zusammenführen.”
Das Interessante an seiner Darstellung ist, dass er Recht hat. Es gibt unzählige Möglichkeiten Geld mit Inhalten zu verdienen: Kleinanzeigen, Immobilienangebote, Stellenanzeigen, Inhalte verkaufen im B2B-Bereich, Restaurantführer, Sponsoren für Kategorien, lokale Produkte verkaufen, Kundengenerierung für lokale Händler, Probefahrten für den Autohändler, Beiträge zu interessanten Produkten mit Links zu relevanten Online-Shops, Marktforschung – und das sind nur die offensichtlichsten. Aber alle basieren sie im Grunde auf einem der drei oben erwähnten Modelle.
Robert Niles schließt mit dem Satz: “Da es keine neuen Erlösmodelle im Journalismus gibt, müssen wir neue Produktionsmodelle für die Erstellung von Inhalten finden. Modelle, die auch in der Zukunft funktionieren.”
Aber das heben wir uns besser für das nächste Mal auf.
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