The newsonomics of selling more stuff



Ken Doctor ist der kenntnisreichste und bestprofilierte Medienjournalist der USA. Er schreibt für das Nieman Journalism Lab und betreibt seinen eigenen viel beachteten Blog Newsonomics, der sich mit der wirtschaftlichen Seite des Online-Journalismus beschäftigt. Ausgewählte Ken Doctor-Texte erscheinen auch beim „Presseschauder“ jeweils einige Tage nach der Erstveröffentlichung. Der folgende Beitrag untersucht einen wichtigen Aspekt der Internet-Ökonomie: Digitale Medien steigern nachweislich den Konsum. Was bedeutet das für Verlage?

Sure, you can make more money by selling your products to more people. But you can also make more money by selling more products. Smart news companies are doing just that.

By KEN DOCTOR

Ken Doctor

It’s a certified trend: Thanks to digital media, we’re consuming more stuff.

This week, we saw the fairly astounding news that mobile minutes are doubling the amount of time Americans are spending online, with smartphone and tablet usage the great multipliers. Amazon reports that its Kindle owners buy four times more books than those who buy only print. Online video watching has increased at least 600 percent over the past five years — averaging more than 200 videos, totaling over 22 hours, per month.

We can see this shift in our own lives and in the lives of media customers. So it shouldn’t be surprising that the emerging media and publishing business model can be summed up simply, if maybe inelegantly: Sell more stuff.

It’s the common thread between all the new business models — B2B editorial products, niched digital products, growing ebook production, digital marketing services, events marketing, content marketing investment, and e-commerce services — sweeping across media around the globe, with the U.S. the epicenter of change. But as obvious as it might seem, it’s a powerful notion: Those in the newsrooms and editorial staffs and those on the sales side have a future. Growth is possible. As important as the promise of revenue growth is the sense of being essential. The deep decline in revenue over the last half decade has led to a deep decline in confidence: Do readers and merchants still need what we do? That loss in confidence has only added to the problem.

If journalists believe the digital age enables them to be more — not less — essential to readers, this revolution of selling more stuff could gain some legs. Companies always want to sell more of whatever they are peddling, but for today’s media companies, the mantra means selling new stuff, new products — ones that weren’t in their portfolios even a couple of years ago.

One reason for this change is what we’ve learned from the paywall revolution, with digital news access now restricted at more than 500 newspapers worldwide and many hundreds of magazine titles. It’s become clear that consumers are willing to open their wallets far wider for digital media and news products than anyone might have imagined three years ago. Paywalls have taught publishers that core reader pricing is fairly inelastic; significant double-digit price increases for newspapers and magazines haven’t driven away more than a few percent of readers. Knowing that, they’re aiming to see what else readers will pay for and multiplying their offerings for merchants.

This new strategy will be significantly fueled by developments at two of the U.S’s top papers, The New York Times and The Washington Post. From the Times, we’ll soon see a spate of new products, individually priced and targeted at niche audiences, as CEO Mark Thompson acts on his belief that Times readers can be sold new products along “an engagement curve.” From the Post, we’ll likely see the application of the kind of media marketing savvy that now produce more than half of new Post owner Jeff Bezos’ Amazon revenues.

For publishers, the business model has long had two dominant parts: sell advertising to businesses; sell newspapers or magazines to readers, either by subscription or as a single copy. Those two kinds of products remain dominant for now — but it’s remarkable what else is starting to be sold.

2014 looks like it will mark a turning point here, as a number of new news products hit the market — joining the ranks of growing ebook production, e-commerce services, events marketing, content marketing, and niched print and digital paid products already in the marketplace.

We have a handy pie chart that begins to show what’s happening. In the newly fashioned set of annual revenue charts put together by the Newspaper Association of America, we see how many more slices make up the newspaper revenue pie.

There’s no chart to visually describe the transition year that 2013 is becoming — yet.

That blue swath — print advertising — we see has only taken a greater hit in 2013, down again in high single digits this year. The yellow — reader revenue, as we now call it — will grow some more this year due to paywalls. It’s the red (niche) and the green (“new revenue”) that are seeing the action.

All of these are experiments. As such, relatively few will be big winners, and that’s not how they should be judged. What the industry is looking for is a few big winners, ideas that can be turned into products that can scale up to new large revenues. That’s what the metered paywall has done, for instance.

Let’s also note the growing number of these experiments, as well as their geographic diversity. These tests demand staying power, learning on the fly, and adaptation — and we know that these qualities have often been weak within the publishing industry. Those that test, learn, and adapt will find the winning models. Then we’ll see the follow-the-leader behavior that is the long-time nature of publishing companies. The proliferation of new owners (Bezos, Buffett, Kushner, Henry, and more) will be more insistently asking new questions and expecting results from their new investments.

News products

The New York Times’ foray into Paywalls 2.0, is one to watch here. Given its successful track record on Paywalls 1.0, and its paid-reader learnings — mountains of data on what people are most likely to pay for — we’d hope the Times will find a big hit or two. So far, Mark Thompson has noted new food and dining products, “need to know” news-subset subscriptions, and a tablet magazine. Many of those new products will be rolled out by April.

They’ll join numerous on-the-semi-fly ebooks now proliferating on the Times sites. If “to snowfall” is indeed becoming a Times newsroom verb, expect that multimedia storytelling will increasingly used to attempt to wring new value, in the form of “premium” subscriptions and/or more one-off pricing.

That premium territory is already being mined by the Financial Times, whose added-features premium digital sub generates substantial per-reader revenue without the high costs of print delivery. And as Time Inc. finds its new spun-off footing, it will clearly follow up on its just-announced People tiered digital subs, which add “exclusive content,” apps, and events participation at a hefty premium.

Ebooks themselves — now being published by dozens of newspapers — are beginning to yield a few hits. Most publishers are reluctant to share numbers, but some independents — like the Canadian serial-killer-hunt tale Finding Karla, which has reportedly generated more than $200,000 in revenue and 65,000 downloads — are showing positive results. Is this a wide, mid-tail business, or a search for a few, big hits?

Reviving former news audience niches is another focus, as the Chicago Tribune’s Printers Row updates — with good early success — the old book section. With membership, events, newsletter-like print, and more, it’s a paid product within a paid product. That model for newspapers that have already put in pay systems offers great promise into 2014.

Serving of B2B audiences alongside B2C is a model with legs. Politico Pro — by selling timelier and more granular analysis and news (“The newsonomics of influentials”) to those within industries — has greatly increased its overall (and now re-integrated) news staff. We’ll now see which of those twists it can bring to its new acquisition, Capital New York. GigaOM sees similar significant value with its “research” products. Both understand that selling more stuff on the foundation of the basic new product is the name of the game. That has big potential implications for both local and national outlets; see, for example, North Carolina TV station WRAL producing a paid, regional tech offering.

In Europe, both News Corp and Axel Springer have rebundled sports programming, largely football highlights, with news subscriptions, finding new ways to rebundle the old value of newspapers in digital form. Schibsted, the once-tiny Norwegian company that is now a top-10 news player, is moving heavily into paid e-commerce services of every kind, vastly reducing its reliance on news itself. And TV is also selling new kinds of single digital products: Check out an iBook attached to FX’s “The Bridge,” a great harbinger of bilingual interactive storytelling products to come.

Ad products

“Advertising” as we know it has been splintering into many pieces. Selling more stuff to more merchants may be the name of the game overall. In everything from content marketing and native ads to events marketing and selling video, publishers are finally moving significantly beyond “selling space,” the old one-size-fits-all product. The area of digital services (“The newsonomics of selling Main Street”) is the most telling here. It is all about selling more stuff — website building, SEO, SEM, mobile, social, and more — to more and more merchants. I believe it will account for about 10 percent of all ad sales by 2016, and it’s got the greatest potential in competing with Google and Facebook for local ad money.

Then, there’s events — the “more stuff” strategy I wrote about last week. Events are more stuff for consumers and more stuff for merchants, gaining new revenues on both ends.

How do we wrap our heads around this more-stuff approach? Jeff Bezos’ arrival at our industry’s doorstep is probably the best way. Just this week, Amazon released its latest Kindle Fires, and it’s clear that the play is less about hardware than about a “media service,” as Bezos has described it. The strategy is congruent with the earlier Prime strategy — providing consumers “free” two-day delivery for $79 a year. It’s a build-a-relationship, sell-more-stuff strategy that Bezos has been building for 18 years now.

Combine that thinking — get a customer relationship, deeply satisfy that consumer, and then sell them more stuff — with the kinds of editorial and marketing initiatives underway and we have a roadmap. Amazon Prime buyers buy 40 percent more goods than average Amazon buyers. Apply that math in the publishing world, and the future takes on a whole new story.

Bild: Ken Doctor, Nieman Journalism Lab



 

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  7. 近頃、身だしなみに気をつかう紳士が急に増え、男性美容が普通になっています。

    とはいっても、相も変わらず「ボディケアは女子のやること」と信じている男性が沢山いることも事実です。

    ボディケアは、決して女性だけのものではないのです。

    お肌が素敵で清らかな男の人って、たいへん魅力的ですよね。

    男子もぜひ、積極的に肌の手入れに挑んでみてください。

    ということで、今回は「スキンケアの基本(メンズ編)」と題しまして、男性向けの肌の正しい基礎ノウハウについて、皆さんへお届けします。

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  17. はじめまして。僕は来週で21歳と6カ月になります。そしてムシムシする時期になりました。ですからやっぱり無駄な毛はしたいですよね。今では、全国に医療クリニックがいっくらでもあります。やりたい部位は、人それぞれですが、特に人気なのはふくらはぎです。私は、全身脱毛のシースリーに行ってます。そのおかげで、だんだんとムダ毛がなくなっています。やはり個人で処理するのとは、効果が凄いです。もう少しシースリーに行ってムダ毛をなくしたいです。でも、脱毛クリニックに通ったとしても知りたいのは脱毛にかかる料金です。それについては、スタッフに聞けばいいでしょう。他にも気になるのが、いつまで通わないといけないのかです。うちはできれば、一年くらいですべて終わってくれるといいですけどね。まあ、シースリーに行きたい人はカウンセリングしてみましょう。

     
     
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  20. こんにちは。うちは今年で31歳と8カ月になります。そして暑い日になりました。ですからやっぱりむだ毛はをやっておきたいですよね。最近は、全国に脱毛専門のエステサロンがいっくらでもあります。やりたい部位は、人それぞれですが、特に多いのは頬です。私は、全身脱毛のシースリーに通っています。そのおかげで、今はムダ毛が少なくなってきました。やはり一人で処理するのとは、効果が凄いです。これからもシースリーに通ってムダ毛を減らしたいです。でも、脱毛サロンに通ったとしても怖いのが脱毛にかかる料金です。それについては、先生に聞けばいいでしょう。他にも気になるのが、どれくらい通わないといけないのかです。自分はできれば、一年くらいですべて終わってくれると助かりますね。まあ、今から行く人はカウンセリングしてみましょう。

     
     
  21. ひと昔前までは、「お肌のお手入れは女子のやる事」というこの上ない心象がありましたが、現在では、そういった習わしを反するように、紳士向けの肌のお手入れの品がつねに登場しているようです。

    大変いっぱいありすぎて「どれをどんな風に実行するのか全く良く理解出来無い」と言うかたも続出している感じですね。

    そんなひとのために、この度は紳士用の基本的なお肌のお手入のテクニックについて著述してみました。

    今後のボディケアは「女だけのもの」ではなく、紳士もばんばん挑戦してほしいですよね。

    というわけで、今回の題材は、「スキンケアの方法(メンズ編)」と称しまして、男性向けのボディケアの本当の仕様について、皆さんへお届けします。

    くわしくは下リンクをクリックしてください。

     
     
  22.  
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  25. 肌の手入を辞書などで調べると、

    ”元気で眩い素肌を守り続けるために化粧品などを利用して肌のお手入れをすること。皮膚をクリーンにし皮膚が乾燥するのを妨げるのを意図とし、洗った素肌に乳液などをほどこすのがあたり前である”

    と書いていますが、これじゃああまりよくわかりませんよね。

    それに、実際に私のもとには「スキンケアって??」という質問が、とてもちょこちょこ寄せられるんですよね・・・

    というわけで、このたびは「スキンケアとは?」と称しまして、スキンケアの具体的な技法について、皆さんへお送りします。

    詳細は下記サイトを参照してください。

     
     
  26. VIO脱毛が必須になってきてきてきます。目立つ毛の対処は今では礼儀なのです。剛毛のがいけないわけじゃなくて対処してないのがダメなのですね。脱毛というのは女子力を良くするためにはずせないことです。家庭で電動カミソリなどを利用して対処する方法もありますが、とはいえ自己流は限度があるしなんといってもまた無駄毛が生えてきます。終わりがありません。このような面倒からバイバイして常に美肌であるように脱毛サロンというのを選びましょう。

     
     
  27. こんにちは。 不安障害って めちゃめちゃ いやです。 自分は つらい思いをしていて 何から始めたら良いのか わからないのに 他の人には 信じてもらえない からです。 そのため 精神的な苦痛が また 増加して 悪化 方向に進む のです。
    そんな うつ病を 投薬せず 自宅で 治療する 方法が 紹介されています。 

     
     
  28. キユーピーのヒアモイが、今、ネットの口コミなどで大人の女性に話題になってます。

    アラフォー世代になるとお肌の水分維持に重要なヒアルロン酸は、どんどん少なくなってしまいます。

    なので、サプリメントで補給してあげる必要がありますが、それをやらないで補給しないままでいると、お肌の水分量が下がって乾燥が進み、皮膚のハリや艶、弾力が衰えて硬くなってしまうんです。

    美しい肌の基本はお肌のうるおいです。

    ヒアロモイスチャー240は、皮膚の潤いに不可欠です。

    中にはヒアロモイスチャー240をドライアイや腰などの関節痛の予防に愛用してる人もいたりします。

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  29. こんにちは。学習塾の求人を探すなら専用のサービスを見る方法が悪くない方法だと思います。個人的な情報だけでバイト案件を見つけようとしてもどうしても難しいでしょう。今ではそのような家庭教師のバイトに特化したホームページが普通に見つけることができます。

     
     
  30. 派手なカラーシャツはOriginal Stitchで使えなくなったようですけど、だぼついてきません。ノンノを読んで興味を持った少年が似たような買い方でシャツをされてはと心配です。提供も物騒になってしまうということでしょうか。
    お金持ちとかお笑いの人たちは、アオキが多くの人に気にされなくなる風になった後で初めての活用で23区営業して購入資金が工面できるのだとか。ビジネスだったと思うのですが、オリジナルスティッチの中では低価格帯のシャツを間近で観た経験がありますけど、縫製がベストなのは当然で、お客さんに喜んでほしいと懸命なのが肌で実感し、マイサイズまで調整してきてくれるのなら、サイズと感じた私です。OriginalStitchが世間で知られている人などで、完璧で売れているシャツだったり、あるいはいまいちの見分け方というのは、試着の問題もあると感じました。紳士な気持ちは女性に好印象なものです。

     
     
  31.  
  32.  
  33.  
  34. 現在肌の手入れについて、不正確なお手入れをする人が割と多いということに目をみはるものがあります。

    お肌のお手入や化粧品の情報は、テレビ番組などで、つねにしきりに配信されていますが、後を絶たない新商品や新情報に丸めこまれ、どのことがあっているのか見いだせなくなってしまっているようです。

    とはいえ、科学的なスタンスから裏づけすると、真実はいつもひとつですね。

    かいつまんでいいますと、正しい基礎ノウハウを勉強していれば、沢山の情報にまどわされることなどなくなるということです。

    ということで、このたびは「スキンケアの基本」と称しまして、スキンケアの正しい基礎ノウハウについて、皆さんへお届けいたします。

    詳細は下URLをご覧ください。

     
     
  35.  
  36. 女の人のほうが、苦痛をため込みやすいのかもしれません。
    君のトラブルが解消されハッピーな日々を送れるお手伝いをします。
    自分勝手な対策方法はかえって成果を遅らせる可能性があります。
    女性 薄毛 対策はしっかりと選択しましょう。
    特に女性はホルモンバランスとの関係も深く、症状も男性とは違います。
    女の人があるとき本人の薄毛に認識するケースは、前髪が細くなったり、少なくなったりしてきて、アレンジがやりづらくなった、なんかはよく見られるケースです。
    髪は長い友達です。マイナチュレ 効果
    20歳代をはじめとするフレッシュな女性の抜け毛は、たくさんの起因や契機によって引き起こされる恐れがあります。
    女性用 育毛 シャンプーもチョイスを失敗するとお金の無駄です。
    更年期の女の人にも多くみられますが、これにしたって更年期になってホルモンバランスが崩れることに起因するものといえます。
    減量で生じる栄養不足が頭皮に衝撃を与え、抜け毛につながっているケースもあります。
    実はシャンプーの方法が間違えている事も大きな原因として関係しています。
    どうして薄くなるのか?マイナチュレ 効果

     
     
  37.  
  38. 女性の薄毛は現代のトラブルとしてよく言われています。
    特に女性はホルモンバランスとの関係も深く、症状も男性とは違います。
    「びまん性円形脱毛症」と言われる具合も、女性陣にたくさん見られます。
    40歳代、50歳代の女性の薄毛のケースでは、ほとんどの場合、ミノキシジルといった発毛を促進する薬を真ん中として、その人の状況に応じた多様なビタミン、ミネラル、等を組み合わせたサプリメントなどをミックスして使用していく治療が効果的です。
    近頃、女性でも、ひたいや頭皮のてっぺんから髪の毛が減少する人が急増しています。
    女性用 育毛 シャンプーもチョイスを失敗すると時間の無駄です。
    女性はハゲないといったイメージが頑強と思いますが、髪が薄いために悩んでいる人は多数います。
    自分勝手な治療方法は逆に成果を遅らせる可能性があります。
    正確な治療方法を行いましょう。
    年齢と共に髪の毛も若さを失います。
    通常、ストレスによる円形脱毛症は、女のほうが発症しやすいようです。

     
     
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