Can good content come from pay-to-play relationships?
I ran across a program Forbes is running called BrandVoice that gives marketers a place on Forbes’ digital platform. During a brief audio interview with TheMediaBriefing, Forbes European managing director Charles Yardley explained how BrandVoice works:
“It’s quite simply a tenancy fee. A licensing fee that the marketer pays every single month. It’s based on a minimum of a six-month commitment. There’s two different tiers, a $50,000-per-month level and a $75,000-per-month level.” [Discussed at the 4:12 mark.]
A Pew report says paywalls could yield content that justifies a price tag.
The Pew Research Center is out with its annual “State of the News Media” report. Much of it is what you’d expect: newspapers and local television are struggling, mobile is rising, digital revenue hasn’t — and can’t — replace traditional print revenue, and on and on.
But read carefully, and you’ll find hope.
For example, Pew says the embrace of paywalls might improve the quality of the content:
“The rise of digital paid content could also have a positive impact on the quality of journalism as news organizations strive to produce unique and high-quality content that the public believes is worth paying for.”
I used to criticize paywalls. I thought they could only work for specialized content or material that’s attached to a desired outcome (i.e. subscribe to the Wall Street Journal, use the insights to make money).
My concern was that publishers would slam walls around their existing content and ask people to pay for an experience that had once been free. That made no sense. Who wants to pay for slideshows and link bait and general news?
But content that’s “worth paying for” is a different thing altogether. Publishers who go this route are acknowledging that a price tag requires justification.
Will it work? Maybe. What I might pay is different than what you might pay. There’s that pesky return-on-investment thing to consider as well.
However, my bigger takeaway — and this is why I’m changing my tune on paywalls — is that value is now part of the paywall equation. That’s a good start.
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