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by Joe Pompeo, Capital New York
Even as some publishers continue to contract, 2016 will undoubtedly bring a new wave of journalism startups keen on making a splash in the market.
One such publication being planned is a new print magazine covering the business of media.
The as-yet-untitled magazine is being created by Piano, a company known for developing paid digital technologies for publishers including Time Inc. and News Corp. Its editor in chief will be Patrick Appel, who announced his new gig in a farewell email to employees of Politico, where he served as digital editor of Politico Magazine until Friday.
The Boston Globe is doing just that, and it seems to be working. It might be the foundation of a sustainable revenue model for local newspapers.
Is local news worth a dollar a day?
That’s the fascinating question The Boston Globe is now posing to its local readers. It’s a query that should resonate among the press around North America and Europe as well.
Ninety-nine cents has become the golden price of digital media. Ninety-nine cent trial offers are everywhere you look, and $7.99 to $9.99 a month will you everything from Hulu to Netflix to Spotify.
Now the Globe offers a simple proposition: If you want unlimited, cross-platform digital access to our news report, pay a dollar a day.
This isn’t just about pricing. It’s a strategy with several moving parts, building on the foundation of sufficient unique content. The company has gotten better at learning, gaining the courage to price on the fundamentals of analytics and their interpretation.
Ad blocking rears its head again. Perhaps it’s because Axel Springer announced positive results for their combative campaign against users running the software or perhaps it’s because the executives of Eyeo, the company that codes Adblock plus, held a summit in New York with publishing and advertising execs to determine what the best way to go forward is. At any rate, the issue is far from resolved.
Read more on Ad Blocking on Piano’s Industry Insights, available now
Our Director of Sales for North America, Meghan Wright, is in Ft. Lauderdale, FL today through Friday attending the BIM Summit. If you would like an opportunity to meet with Meghan while she’s there to discuss Piano VX and how we can help you with monetizing your online content, please drop her and email.
Page views have always been king on the Internet, they reveal how much interest there is in your website and how much you could charge for advertising. Unfortunately people invented ‘bots to drive up PVs, thus skewing readership numbers and artifically inflating CPMs. Therefore it’s a relief to see that a basic Piano tenet, time spent on a page, or as it’s now termed, engagement, is finally becoming a basic and real metric.
Read more on Piano’s Industry Insights, available now.