Re: UKNM: Subscriptions

[Ross Sleight]

Stefan wrote:


>content is getting cheaper by the day, by the hour, by the minute.


Now, I agree that this is happening, but I don't agree that it is the right

way to go. What pains me about the devaluation (in commercial, rather than

consumer) terms is that the cost of production of this content doesn't drop

in ratio.  And before you know it, this gap between content value and

content production cost  means we leap up and say "I know, lets support it

by advertising".  Quite simply their isn't, and will never be, enough

advertising around to support every free media ventures.  It doesn't happen

in the traditional media world (for every profitable TV channel, paper or

radio station, I can show you an unprofitable one (albeit unfortunately

often smaller than the profitable one)) so why should it happen online?


I have always supported the fact that content has a value and in certain

cases, consumers should pay for it.  Examples off the top of my noddle where

content has a price value include:


(i)    Speed of delivery - where content needs to be delivered quickly (i.e.

real time stock prices for milli second trading), content has a value.

(Interesting that real time stock prices, although falling in value to $5

for as much as you can eat, still (to my knowledge) are charged.


(ii)    Accuracy - as above really.


(iii)    Exclusivity - if you can't get it elsewhere, then you can charge

for it.  The problem that many top UK/US sites have is they have generic

content from newsfeeds.


(iv)    Editorial voice/Opinion - if you trust an editorial voice, you are

more likely to pay for it.  That's why we buy into media brands when the

same content (expressed differently) is available elsewhere for a cheaper

price (e.g. Times v Guardian)


(v)    Trust - if you trust content more, the more likely you are to pay


(vi)    Depth/Breadth - look at archives, or specialist books.


Most of the media platform proliferation in the past 20 years in the UK has

concentrated on a revenue model where content is both paid for and ad

supported  (think multichannel TV, increase in magazines etc.)


I just wish that we would stop for a minute and examine the paid for

content model online again in the UK, (which will undoubtedly work for niche

sites)

rather than all charging off trying to gain millions of visitors to gain a

couple of pence from advertising to them each.


Finished here, but in fear of self promotion I wrote a quick piece for NMA

on this currently (i.e. for next two days) residing at

http://www.zhong.co.uk/demo/zhong_opinion_4.html  (site nearly finished

hence move in a couple of days)


Cheers


Ross


Ross Sleight

Zhong

rosszhong [dot] co [dot] uk

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