How do you reach an audience which is consuming more content on mobile than desktop – and at different schedules to the traditional print model? At Monetising Media last week industry leaders shared their concerns and strategies for succeeding on mobile without losing quality and content. Maria Crosas Batista sums up some of the key takeaways:
Product rather than platform: Lee Wilkinson, Hearst Magazines International
If you assumed that the future of journalism would only be free (or at least advertiser-funded), says SA Mathieson, you’re wrong. In a guest post for OJB Mathieson – who recently successfully crowdfunded his own project to report on the Scottish referendum – explains why the web turns out to be capable of charging for access too.
The Columbia Review of Journalism recently reported that the Financial Times now has nearly twice as many digital subscribers as print ones, having added 99,000 online customers in 2013.
They pay significant amounts for access: the cheapest online subscription to the FT is £5.19 a week. A free registration process does allow access to 8 articles a month – but try to access a ninth and you have to pay.
The FT was earlier than most to charge online, but many publishers have followed suit. Only a few – such as The Times – lock up everything, but titles including the Telegraph, New York Times and Economist all use metering, allowing non-paying readers access to a limited number of articles before a subscription is required. They have been joined by increasing numbers of trade and local publications.
This isn’t just an option for established titles: as a freelance journalist I write for Beacon, a start-up used by more than 100 journalists in more than 30 countries to publish their reporting. It has “more than several thousand” subscribers after five months’ operation, co-founder Adrian Sanders told the New York Times recently.