e-commerce vs. Journalismus:
Groupon-Konzepte für Lokalzeitungen

von Steffen Greschner am 17. Januar 2010 · 3.185 Kommentare

In regelmäßigen Abständen dreht die deutsche e-commerce Branche durch: Da kommt ein neues Konzept aus den Staaten zu uns rüber geschwappt und kurz drauf schießen die Klone wie Pilze aus dem Boden. Vor einer Weile waren es Liveshops und die Shoppingclubs, momentan sind es Groupon-Konzepte. Mit den Groupon-Konzepten kommt dieses Mal aber eine Idee auf, die auch als Ertragsmodell für Lokal- und Regionalzeitungen durchaus interessant sein kann.

Wie funktioniert Groupon?

Bei Groupon-Konzepten geht es darum, möglichst viele Menschen für ein bestimmtes Angebot zu finden. Zum Beispiel werden 20 Leute gesucht, die eine Massage buchen. Wenn sich 20 Käufer zusammengefunden haben, kommt die Aktion zustande und jeder der Käufer zahlt beispielsweise nur 30 anstatt den normalen 60 Euro. Die Käufer freuen sich, dass sie gespart haben. Das Massagestudio freut sich, dass 20 Kunden fest eingeplant werden können. Finden sich keine 20 Leute zusammen, kommt auch die Aktion nicht zustande.

Die Schlüsselbedingungen für das Konzept sind:

  • Vertrauen der Käufer in den Verkäufer
  • Vertrauen der Käufer in den Vermittler
  • Räumliche Nähe zum Ort des Verkäufers
  • Die Möglichkeit weitere Teilnehmer aus dem persönlichen (räumlichen) Umfeld zu werben, um so in den Genuss des Rabattes zu kommen
  • Bevorzugt Dienstleistungen als Angebote (hohe Margen, Vorteile durch Planungssicherheit)
  • Kurze Vorlaufzeiten bis zur Einlösung des Angebotes (sonst macht es einfach keinen Spaß)

Große Chance für Lokalzeitungen

Wenn man sich die Bedingungen genauer anschaut wird schnell klar, dass das eigentlich die natürlichen Kernkompetenzen der Lokalzeitung sind: Jahrelanges Vertrauen der Leser, räumliche Nähe und das Vertrauen der Käufer in die örtlichen Händler. Sauber aufgesetzt können sich mit Groupon-Konzepten für Lokalzeitungen ganz neue Möglichkeiten ergeben:

  • Die Werbekunden zahlen nur bei erfolgreichem Abschluss der Aktion (dann aber gerne und auch gerne wieder)
  • Die Leser werden die Aktionen zum Großteil als echten Mehrwert wahrnehmen (sie sparen schließlich Geld)
  • Die Lokalzeitung kann Leser auf andere Weise an sich binden (der Leser könnte ja ein Angebot verpassen)
  • Im kleinlokalen, ländlichen Umfeld kann das Konzept auch mit Ware anstelle von Dienstleistungen funktionieren (z.B. der Fahrradhändler, der schon ab fünf Verkäufen einen Rabatt geben könnte – ohne direkten Konkurrenzkampf zum Internet)
  • Im lokalen Raum sind noch weitere wertvolle Dienstleistungen denkbar: z.B. fünf Hauseigentümer, die sich zusammenschließen und ihr Dach neu decken lassen (sehr hohe Provisionsmöglichkeiten für die lokale Zeitung)

Mit der normalen Anzeige ist es bald nicht mehr getan

Das mag auf den ersten Blick alles recht aufwändig und “nach ganz anderem Business” klingen. Aber die Zeiten, als man mit ganz normalen Anzeigen Geld verdienen konnte, werden auch im lokalen Umfeld bald vorbei sein oder zumindest deutlich schwerer werden. Die Werbekunden wünschen sich – wie die Online-Werbekunden auch – einen echten Mehrwert für ihre Anzeige. Und einen größeren Mehrwert, als nur für Kunden zu bezahlen, die auch wirklich etwas kaufen, wird man ihnen nur schwer bieten können.

Wenn die lokalen Zeitungen nicht bald anfangen selbst auf neue Erlösmodelle umzustellen, werden es eben andere tun. Die e-commerce Branche steht zumindest in den Startlöchern und war auch bei vielen anderen Modellen schon deutlich schneller als die meisten Verlagshäuser. Und es sagt ja keiner, dass amazon nicht auch irgendwann Nachrichten produziert – wenn es das Vertrauen der Kunden und somit den Verkauf fördert werden sie es machen…

Auf excitingcommerce.de gibt’s noch mehr zu dem Thema


Weitere Artikel auf netzleser:

  1. Es gibt keine neuen Erlösmodelle im Journalismus 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...
  2. Verlage müssen sich mehr auf das mobile Internet einlassen Daran, dass das Internet in Zukunft immer mobiler wird, hat wohl kaum jemand Zweifel: Anstatt am Rechner werden Nachrichten und Infos in den nächsten Jahren mehr und mehr über mobile Geräte konsumiert. Den Anfang hat...
  3. Das geht App!!! – ein bisschen zumindest Das klingt schon mal gar nicht so schlecht: 100.000 App-Downloads im ersten Monat. Wie sich die 100.000 Downloads auf Bild und Welt verteilen, will Axel Springer allerdings lieber nicht verraten. Ich gehe ja mal ganz...

{ 3181 Kommentare }

Agen slot online indonesia Februar 20, 2022 um 04:18

Simply desire to say your article is as amazing. The clearness in your post is just great and i could assume you’re an expert on this subject.
Fine with your permission let me to grab your feed to keep up
to date with forthcoming post. Thanks a million and please continue the enjoyable work.

http://demo2-ecomm.in.ua/user/lockbronze8/ Februar 20, 2022 um 04:18

I visited many web sites however the audio quality
for audio songs present at this website is actually fabulous.

http://ezproxy.cityu.edu.hk/login?url=https://www.click4r.com/posts/g/3756986/the-next-6-things-to-right-away-do-about-minecraft-server Februar 20, 2022 um 04:25

Howdy I am so grateful I found your website, I really found you by error, while I was searching on Bing for something else, Nonetheless I
am here now and would just like to say thanks for a marvelous post and
a all round enjoyable blog (I also love the theme/design), I don’t have time to browse it all at the minute but I have bookmarked it and also added in your RSS feeds, so when I have time I
will be back to read a lot more, Please do
keep up the awesome work.

orbit.o0o0.jp Februar 20, 2022 um 04:25

I like the helpful information you supply for your articles.
I’ll bookmark your weblog and take a look at again right here frequently.
I am quite certain I’ll learn many new stuff right right here!
Best of luck for the next!

posekretu.net Februar 20, 2022 um 04:25

Hi there! I just wanted to ask if you ever have any
issues with hackers? My last blog (wordpress) was hacked and I
ended up losing many months of hard work due to no backup.
Do you have any solutions to stop hackers?

agen sabung ayam online Februar 20, 2022 um 04:25

Do you have any video of that? I’d love to find
out some additional information.

http://www.astro.wisc.edu/?URL=www.file-upload.com/wba87uk620ep Februar 20, 2022 um 04:27

Hello there! I know this is kinda off topic nevertheless I’d figured I’d ask.
Would you be interested in trading links or maybe guest authoring a blog post or
vice-versa? My website discusses a lot of the
same subjects as yours and I think we could greatly benefit from each other.

If you are interested feel free to send me an email. I look forward to hearing from you!
Great blog by the way!

agen sabung ayam online terpercaya Februar 20, 2022 um 04:27

It’s enormous that you are getting thoughts from this
piece of writing as well as from our argument made
at this time.

www.ultimate-guitar.com Februar 20, 2022 um 04:30

Oh my goodness! Impressive article dude! Thank you so much,
However I am having difficulties with your RSS.

I don’t know why I am unable to subscribe
to it. Is there anybody else having the same RSS problems?
Anyone who knows the answer can you kindly respond?
Thanks!!

www.socialbookmarkssite.com Februar 20, 2022 um 04:33

Hi there! Someone in my Myspace group shared this website with us so I came to look it over.
I’m definitely loving the information. I’m bookmarking and will be tweeting
this to my followers! Wonderful blog and brilliant design.

https://www.hulkshare.com/foodplate7 Februar 20, 2022 um 04:34

What’s up mates, how is all, and what you desire
to say on the topic of this article, in my view its really
remarkable for me.

optiondriver35.doodlekit.com Februar 20, 2022 um 04:38

Good article. I will be experiencing many of these issues as well..

https://historydb.date/wiki/The_Difference_Between_Private_Server_And_Search_engines_like_google Februar 20, 2022 um 04:42

I pay a quick visit day-to-day a few web pages and blogs to read articles, but this webpage gives feature
based posts.

prediksi hk Februar 20, 2022 um 04:54

This post is genuinely a nice one it helps new net viewers, who are wishing for blogging.

genius.com Februar 20, 2022 um 04:56

I’m extremely impressed along with your writing skills as smartly
as with the structure in your blog. Is that this a paid theme or
did you customize it your self? Anyway stay up the excellent high quality writing, it is uncommon to look a great blog like this one today..

toplist1.com Februar 20, 2022 um 04:58

Hello! This is kind of off topic but I need some guidance from an established blog.
Is it very difficult to set up your own blog?

I’m not very techincal but I can figure things out pretty quick.
I’m thinking about creating my own but I’m not sure where to start.

Do you have any ideas or suggestions? Thank you

securityholes.science Februar 20, 2022 um 05:00

Hello there! This blog post could not be written any better!
Going through this article reminds me of my previous roommate!
He constantly kept preaching about this. I most certainly will forward this information to him.
Fairly certain he will have a very good read. Many thanks for
sharing!

slot pulsa im3 Februar 20, 2022 um 05:01

Saved as a favorite, I love your web site!

http://koyomi.vis.ne.jp/wiki/index.php?vasewoolen7 Februar 20, 2022 um 05:07

I enjoy reading through a post that can make men and women think.
Also, many thanks for allowing for me to comment!

arcanum.konghack.com Februar 20, 2022 um 05:07

Excellent way of describing, and good paragraph to get information regarding
my presentation subject matter, which i am going to present in academy.

http://arabhelp.org/index.php?qa=user&qa_1=poetbeaver38 Februar 20, 2022 um 05:24

Pretty nice post. I just stumbled upon your blog and wanted to say
that I’ve truly loved browsing your weblog posts. In any case
I’ll be subscribing for your rss feed and I hope you write
again soon!

championsleage.review Februar 20, 2022 um 05:27

Hi everyone, it’s my first go to see at this site, and article
is truly fruitful designed for me, keep up posting these types of content.

pyttkvtphcm.gov.vn Februar 20, 2022 um 05:28

Wonderful, what a blog it is! This weblog provides valuable information to us, keep it up.

discuss Februar 20, 2022 um 05:29

I blog quite often and I genuinely appreciate your
content. Your article has really peaked my interest.
I’m going to book mark your site and keep checking for new details about once per
week. I subscribed to your RSS feed too.

dokuwiki.stream Februar 20, 2022 um 05:32

What a information of un-ambiguity and preserveness of precious experience concerning unpredicted emotions.

http://brnk.in.ua/user/zebrateeth43/ Februar 20, 2022 um 05:32

This text is priceless. When can I find out more?

https://musescore.com/user/44512928 Februar 20, 2022 um 05:33

I loved as much as you’ll receive carried out right here.
The sketch is attractive, your authored subject matter stylish.
nonetheless, you command get bought an impatience
over that you wish be delivering the following.
unwell unquestionably come more formerly again as
exactly the same nearly very often inside case you shield this hike.

https://cults3d.com/fr/utilisateurs/carolmole21 Februar 20, 2022 um 05:37

This info is worth everyone’s attention. Where can I find out more?

discuss Februar 20, 2022 um 05:40

Attractive section of content. I just stumbled upon your website and in accession capital to assert that I get in fact enjoyed account your blog posts.
Anyway I will be subscribing to your augment and even I achievement you
access consistently quickly.

arcanum.konghack.com Februar 20, 2022 um 05:42

Thanks a lot for sharing this with all people you actually
recognize what you’re speaking about! Bookmarked. Please additionally visit my website =).
We may have a hyperlink trade agreement between us

http://ffskybbsjp.azurewebsites.net/home.php?mod=space&uid=7998283 Februar 20, 2022 um 05:45

Hello, constantly i used to check website posts here in the early hours in the morning, because i love to find out more
and more.

https://www.ted.com/profiles/33479297 Februar 20, 2022 um 05:47

I truly love your blog.. Pleasant colors &
theme. Did you develop this amazing site yourself?
Please reply back as I’m hoping to create my very own blog and would like to learn where you got this from or
exactly what the theme is named. Thanks!

website Februar 20, 2022 um 06:06

Quit living with unnecessary discomfort, imperfect breast implants, or any othesr
issues connected with your breast augmentation surgeries.

Stop by my website … website

cults3d.com Februar 20, 2022 um 06:09

Hi, I wish for to subscribe for this webpage to get latest
updates, thus where can i do it please help.

hoidapnhanh.org Februar 20, 2022 um 06:11

Fastidious answer back in return of this matter with genuine arguments and describing the whole thing concerning that.

historyhub.history.gov Februar 20, 2022 um 06:14

I got this web page from my buddy who informed me on the topic of this web page and at the moment this time
I am browsing this web page and reading very informative content at this time.

http://pyttkvtphcm.gov.vn/question/its-the-facet-of-extreme-dedicated-server-rarely-seen-but-thats-why-is-required/ Februar 20, 2022 um 06:14

Hello to all, the contents present at this web site are actually
remarkable for people experience, well, keep up
the nice work fellows.

clinfowiki.win Februar 20, 2022 um 06:17

Simply wish to say your article is as surprising. The
clarity in your post is just spectacular and i can assume you’re an expert on this subject.
Well with your permission let me to grab your RSS feed
to keep up to date with forthcoming post.
Thanks a million and please continue the gratifying work.

musescore.com Februar 20, 2022 um 06:18

I have learn some good stuff here. Definitely price bookmarking for revisiting.

I wonder how much effort you set to create the sort of excellent informative site.

6ukj.com Februar 20, 2022 um 06:23

I used to be recommended this blog by means of my cousin. I am now not sure whether or not this publish is written through him as nobody else realize such designated approximately my problem.
You’re amazing! Thanks!

https://zippyshare.com/greekmine82 Februar 20, 2022 um 06:27

My developer is trying to convince me to move to .net from
PHP. I have always disliked the idea because of the expenses.

But he’s tryiong none the less. I’ve been using WordPress on a number of websites for about a year and am worried about switching to another platform.
I have heard great things about blogengine.net. Is there a way I can transfer all my wordpress posts into it?

Any kind of help would be greatly appreciated!

https://buysellbusinessinnepal.com/user/profile/235551 Februar 20, 2022 um 06:31

Hi there just wanted to give you a quick heads up and
let you know a few of the pictures aren’t loading properly.
I’m not sure why but I think its a linking issue.

I’ve tried it in two different web browsers and both show the same results.

www.apn-online.it Februar 20, 2022 um 06:32

I’m not that much of a online reader to be honest but your sites really nice, keep it up!
I’ll go ahead and bookmark your website to come back later.
Cheers

slot deposit pulsa 5000 tanpa potongan 2021 Februar 20, 2022 um 06:35

My coder is trying to persuade me to move to .net from PHP.
I have always disliked the idea because of the expenses.
But he’s tryiong none the less. I’ve been using WordPress on a
number of websites for about a year and am nervous about
switching to another platform. I have heard fantastic things about blogengine.net.
Is there a way I can transfer all my wordpress content into it?
Any kind of help would be really appreciated!

http://www.bsaa.edu.ru/bitrix/rk.php?goto=https://pnp89.com/ Februar 20, 2022 um 06:36

Wow! In the end I got a blog from where I be able to actually
get useful data regarding my study and knowledge.

genius.com Februar 20, 2022 um 06:37

Hey would you mind letting me know which
web host you’re utilizing? I’ve loaded your blog in 3 completely different web browsers and I must say this
blog loads a lot faster then most. Can you recommend a good web hosting provider at a reasonable price?

Many thanks, I appreciate it!

카지노 게임 회사 Februar 20, 2022 um 06:38

Chinese police recently arrested 15 suspects for their involvement in operating an illegal
on the net gambling operation funded with cryptocurrency.

My page 카지노 게임 회사

http://euqulraqia.com/index.php?qa=user&qa_1=windlayer67 Februar 20, 2022 um 06:41

At this time it seems like Wordpress is the preferred blogging platform out there right now.
(from what I’ve read) Is that what you’re using on your blog?

https://lexsrv3.nlm.nih.gov/fdse/search/search.pl?match=0&realm=all&terms=https://squareblogs.net/bitleaf19/the-six-best-things-about-minecraft-server-hosting Februar 20, 2022 um 06:48

Wow, superb blog layout! How long have you ever
been blogging for? you made blogging look easy. The total glance of your web site is magnificent, let alone
the content!

sonyashnyk7.com.ua Februar 20, 2022 um 06:48

Hello I am so excited I found your webpage, I really found you by mistake, while I was researching on Aol for
something else, Nonetheless I am here now and would just like to say kudos for a remarkable post and a all round thrilling
blog (I also love the theme/design), I don’t have time to go through
it all at the moment but I have bookmarked it and also added your RSS feeds,
so when I have time I will be back to read much more, Please do keep up the great jo.

{ 4 Trackbacks }

Previous post:

Next post: