Robust advertising business complements subscription revenue
You can read this post from Jacob Donnelly as a putdown for any subscription-only zealots remaining out there. Or, as I do, as further vindication for the common-sense approach to media business models that says any revenue is good revenue.
We’ve spoken many times about the problem with the all-ads-are-bad approach to monetisation. The Free Ad Supported TV models outlined by Jacob in this piece, from Netflix and Warner Discovery to Microsoft Xbox, seem to me to be a sensible approach to a tightening subscription market.
What does that mean for publishers? A return to a primary media tenet: diversification. “Having a user pay for something is incredible. But having a robust advertising business complements the subscription revenue… while consumers might cut their paid spend, they’re unlikely to cut their time spent with content; therefore, giving an ad-supported option makes sense.”
“We’re U.S. first, that’s where the opportunities lie”: An interview with The Week’s Richard Campbell
Jez Walters at WNIP has been asking Future’s MD of news, Richard Campbell, about publishing either side of the Atlantic. There is some great detail in here about the differences between the two markets, but I have to admit to feeling queasy about Campbell’s ‘US-first’ response to managing across the territories… if I’m remembering right, that didn’t end well for Future last time round.
Measuring your podcast performance
Chris Phin’s description of podcasting as ‘one of the last remaining holdouts of the old hippie web’ tells you everything you need to know about why podcast analytics are not simple. But fear not, his piece in Podpod offers good advice to be had for people that just want to know how their podcast is doing.
Twitter to run content deals with more than 30 providers
Axios is reporting that Twitter is planning to run content sponsorship deals with more than three dozen news outlets, media companies and sports leagues in the first half of this year. The bottom line for Axios is that, at a tough economic moment for the media industry, Twitter has proven too useful to give up.
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