As news publishers scramble to figure out the best way to bring in revenue and boost profits, some dispiriting news came in recently from an unusually candid report by Norwegian Publisher Media Norge ASA. In a presentation to investors, Media Norge said traffic levels are reaching saturation and “online ad prices are stagnating,” according to a report from paidContent.org.
Most publishers know this, but few actually disclose their average revenue per user. Media Norge is a stand-out in that regard. Giving us a rare insight, it acknowledges average income per monthly unique visitor of two Norwegian krona (that’s $0.32 or £0.21) is now less than it was back in 2006.
That’s not good. The paidContent.org article goes on, however, to explain that Media Norge has a plan. They are going to focus on quality, rather than relying solely on search-engine fueled quantity. And they are going to sell content.
For the Scandinavian group, like other publishers, the search for “quality” will go hand-in-hand with a resumption in selling content. “The climate for selling content to readers online is improving,” its slides say. “Media Norge plans experimentation, launches and enhanced monetization.”
Imagine that. Charging people to read what you write. It’s something that more publishers are turning to (or, should we say, returning to) as they realize that giving it away for free isn’t paying the rent. Combined with innovative ways of attracting dedicated and involved readers, charging for ads, and otherwise monetizing content, this can only be a good thing for content creators and readers who value reliable information online. To read more about Media Norge’s strategy, check out the full article on paidContent.org’s site. To find out more about Media Norge, created in June 2009 from a merger of Norwegian media houses Aftenposten, Bergens Tidende, Fædrelandsvennen, Stavanger Aftenblad and Finn.no, you can go to their website. To find out more about their strategy, which also includes a plan to “liberate all resources that weigh down value creation,” you can view their Aug. 19th presentation PDF.
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How to gather information, assess it, and present it in a way readers will understand and appreciate