Auf Focus.de ist heute ein Interview mit Chris Anderson vom “Wired” Magazin. Lohnt sich auf jeden Fall zu lesen. Es geht ums Internet, neue Geschäftsmodelle und darum, was Journalismus heute überhaupt noch für einen Wert hat. Die letzten zwei Sätze verrate ich gleich mal:
Wir alle können zehn Prozent Internetnutzer finden, die bereit sind, für Premium-Inhalte zu zahlen. Aber eines muss jede Marke für sich beantworten: Was ist ihr besonderer Markenkern, und welche ihrer Inhalte kann sie tatsächlich als Premium-Angebot verkaufen?
Das Fette ist für mich dann auch gleich der springende Punkt: Einfach die große Pay-Wall aufbauen, wird niemandem helfen. Es geht darum, Mehrwert zu schaffen, für den Leser gerne zahlen – auch wenn’s nur 10% von allen sind.
Weitere Artikel auf netzleser:
- e-commerce vs. Journalismus:
Groupon-Konzepte für Lokalzeitungen 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... - 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...
- 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...
- 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...
- STRATFOR: Paid-Content funktioniert doch Während die New York Times zum zweiten Mal versucht ihre Online-Inhalte zu Geld zu machen, zeigt ein anderes Unternehmen, wie mit wirklichen Qualitätsinhalten Geld zu verdienen ist: STRATFOR Global Intelligence. CEO Dr. George Friedman hat...
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der Punkt ist natürlich wie schaffe ich es 10% davon zu überzeugen ohne die 90% zu vergraulen bzw. sie so einzubinden dass Sie trotzdem in den Genuss meiner kostbaren Ware kommen und evtl. irgendwann zu den 10% überwechseln. Um diesen Wechsel hinzubekommen muss die Ware im Bewusstsein der Leser sehr exklusiv und wertvoll sein. Und zwar so wertvoll dass ich als Leser einen klaren Mehrwert habe und bereit bin Geld auf den Tisch zu legen. Wie Anderson im Interview sinngemäß wiedergibt: Mit dem 2000en Beitrag über den Tod von Michael Jackson lässt sich schwerlich Geld verlangen.
übrigens ein wirklich sehr lesenswertes und pragmatisch-durchdachtes Interview eines absoluten Profis. Richtig gut.
ich denke auch, dass das der springende Punkt wird: der Mehrwert für die 10% zahlenden User muss zusätzlich zum bestehenden Angebot entstehen. Einfach alles für Nichtzahler sperren wird wahrscheinlich nicht mal 10% animieren zu zahlen. Das Premium-Angebot muss wohl irgendwas wie Hintergrundberichte, exklusive Aktionen, Community, was auch immer sein.. vielleicht findet es ja wer raus, was es ist…
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