Welcome to Market Revolution's blog

Thank you for visiting Market Revolution's blog.

We live and work in exciting times - revolutionary times. Technology continues to recast the media industry.

The extraordinary advance of affordable personal digital technology and the stellar rise of social networks are both distrupting and transforming the media market making this a unique moment to be involved in the convergence sectors we focus on.

This is also our place to ruminate and comment on the world as we see it, we hope you enjoy and please join in.

Thursday, 4 June 2009

Put the Consumer first

American Press Institute presented a white paper to a small group of senior US newspaper executives that offers a step by step plan of how newspapers should move forward with paid content.

Here is their recommended five pronged business plan, divided by “doctrines,” to charge users for content:

1. True Value Doctrine: Newspapers should create value by beginning to charge for it.

2. Fair Value Doctrine: In order to maintain the value of content, newspapers should aggressively enforce copyrights and right to profit from published content.

3. Fair Share Doctrine: News orgs should start to negotiate with the technology industry for higher prices for content that is aggregated, redistributed, broken up, and linked to.

4. Digital Deliverance Doctrine: Newspapers should invest in technology and digital platforms that could “provide content-based e-commerce, data sharing and other revenue-generating solutions” at “premium prices.”

5. Consumer Centric Doctrine: Newspaper need to refocus their content from advertisers to readers/consumers.

Its all good 'theoretical' stuff but of the 5 number 5 is absolutely critical.

Much more attention should be paid to the quality of the content and the relevance of the content.

Get that piece right and:

a) you'll maintain an audience


b) you might get 'em to pay

No comments: