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Bad news from Mashable, BuzzFeed, and Vice shows times are rough for ad-supported digital media
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Archives: July 2016

“I think being in the Messenger ecosystem makes it much easier for people to share Purple and to share really interesting and important content that we’re talking about with their friends.”
Vox wants to move beyond the web page to tell compelling stories.
Read now, buy later: “We defer the time when you have to register and pay to a later stage, letting you convince yourself of the content, of the quality of the content, of the benefits that are offered to you.”
「会員登録が必要だったり、支払いの手続きをしたりというのを後回しにすることで、利用者が記事の内容や質、得られた対価に納得した上で支払えるという仕組みを用意しました」。記事を先に読ませ、課金は後から行うこの仕組みは、定着できるのか――。
“Now we are in the process, with our new data platforms, of analyzing clusters of users and identifying which cluster has a higher likelihood to convert to a paying subscriber.”
Shifting the focus to digital was hardly just a business decision, though: “Really, this was pretty much the only source that could help us go through.”
Vice is only the latest American or British publisher to seek out an Indian partner — in its case the Times Group — for reasons that combine local knowledge and legal restrictions.
Plus: Using TV’s playbook to pitch podcasts to advertisers, moving from magazines into audio, and a Slack experiment aims to make Gimlet’s core listeners feel engaged.