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THE MONEY SHOT
Pay to Play: Brill’s 10% Solution The company believes that publishers should focus on the 10% of readers who are willing to pay for access to premium content. In the past, walling off content from non-subscribers has undermined a publisher’s ad business because overall page views tended to evaporate. In the Journalism Online plan, publishers would blend more artfully free and paid areas, along with easy-to-use payment systems. In the hypothetical model the company has been circulating, a site would retain 88% of its current page views and 91% of ad revenue while also getting direct payments from 10% of their customers. Brill and co. use an example of a newspaper with an online circulation of 20 million uniques. Some users would be willing to subscribe at a $75 per year rate, or a monthly fee of $7.50 or a per-article fee of 25 cents. Journalism Online believes that such a blended model could produce both ad and subscription revenue that can sustain content production. Journalism Online is offering payment and consulting services for such models. Users would have a single account through which they can purchase annual subscriptions, monthly subscriptions, day passes to content, single articles, etc., on terms that each publisher can set. The plan also calls for content bundling that offers some customers all-you-can-eat access across the member publisher sites. The company is also promising to help publishers negotiate wholesale licensing and royalty fees with intermediaries like search engines, which create news pages that quote and link to first-party content. Apparently, Journalism Online is preparing to fight the aggregation industry. Brill says that part of the Journalism Online model would be providing publishers with market intelligence on what is and is not working in payment plans across the member sites. He says that he suspected the iTunes-like micro-payment per-article model was less likely to work than subscriptions. “The point is, who knows?,” he says. “Our affiliates will know because we will be giving them those reports.” Brill argues that the current online models are unsustainable for print industries that are losing advertisers but need to support ongoing journalistic endeavors. COMMENTS
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