Into the money-making tent

tents crop

Simon Jenkins thinks that newspapers need to get into the festival business if they’re to continue. Alright, he doesn’t really think that: he’s arguing that newspapers can charge readers for the privilege of belonging to a brand (and he seems to be speaking for a chunk of his newspaper’s policy, as Liberal Conspiracy reports that the Guardian is looking into some sort of freemium members club).

That’s one side of the extra value that could entice readers to pay for their news. The other side is convenience – and on the Monday Note blog, Frédéric Filloux gives a quick breakdown of why news on your phone could be a service worth paying for. Mobile is the perfect vehicle for the micropayments some proprietors are itching to charge, because users are accustomed to paying a monthly bill already: whatever tiny fee the newspaper settles on per issue, or per article, could be gently folded into the direct debit at no extra hassle to the reader.

It’s not clear yet what the Sunday Times is going to offer their customers in terms of either convenience or community when they begin their paywall experiment. And, as this Radio 4 profile on James Murdoch points out in passing, the current chief executive of News Corp doesn’t have a sterling background in online: “He’s reputed to have persuaded Rupert to invest in a number of internet ventures which resulted in significant financial losses.”

It’s not enough to just decide that people should pay: you have to convince them that they’re getting something superior for their money. When we know what the Sunday Times is planning on charging for, we’ll have a better idea of whether it’s worth it – but whatever they offer, it will surely have to be something better than their current website with a moat dug around it.

© Sarah Ditum, 2009. Photo by frozenchipmunk, used under Creative Commons.

One thought on “Into the money-making tent

  1. I’ve been thinking about how much I’d pay for newspapers if they went online, and this is my answer:

    The Guardian: £5 a month, for exactly the same online service as they offer now.

    Everybody else: nothing.

    I’m not paying to click on individual pages and I’m not paying for individual days: they can have a relatively small chunk of money that I won’t even miss just so I can look at the one paper that I don’t completely hate. If anything, I’m hoping that paywalling the Sun, Mail etc will make me more productive.

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