An interesting move by The Guardian to make money. If it comes off, it may well save newspapers.
Brand Republic reports that the paper now plans to launch a members' club. For a fee, it will provide extra benefits. Brand Republic reports: "The paper sent a survey out to its registered members yesterday which asked what would entice them to sign up to the scheme. Readers were given examples of the benefits they might receive, including a 'welcome pack, exclusive content, live events, special offers from [The Guardian's] partners and the opportunity to communicate with [its] journalists'.
What a contrast to other media proprietors jumping on the idea that they can get people to pay for content. The latest of course is Rupert Murdoch and I explain here why that strategy won't work. Indeed, as I pointed out in this blog entry , there are only five reasons why consumers would pay for content: it has to make them money, save them money, it has to be specialized and hard to find anywhere else, it has to show them how to use certain products and services, or it is enhanced with extra features that are value added.
Of course, most media proprietors don't think like that. They just assume that charging for content is a sure-fire way they can make money. As a rule, media owners don't have lots of imagination.
Significantly, The Guardian does not believe a paywall will work. As the paper's digital director Emily Bell reportedly said: ""No, we are not contemplating a pay wall, nor as far as I'm concerned would we ever. They are a stupid idea in that they restrict audiences for largely replicable content. Murdoch no doubt will find this out – even rudimentary maths suggests he will struggle with a completely free model to meet advertising revenue levels across the NI offerings."
The Guardian's idea is fascinating. By charging readers a fee to join a membership club, we might well see many of them canceling their subscriptions to the physical copy and just read it online. Which means that revenue from the cover price will be replaced by a membership fee. And that could spell the end of paper newspapers.
Many more newspapers will be running their experiments. It will be fascinating to watch.
no comment untill now