NYT says paid content plans will enhance ad business - Data Insight with Dynamic Question Service
Publish Date: 22/01/2010
The New York Times announced plans for a metered model to access content from its website which will give readers a certain number of articles for free before they have to start paying a monthly flat fee or an annual subscription for access.
Commenting on Brand Republic, Dave Gurney discusses how The New York Times' move to a paid-for online service is a move which should be applauded. Aside from subscriptions as a revenue generation tool the crucial opportunity within the paywall model is for publishers to develop close relationships with readers based on data they collect. The traditional print publishing model falls down because of its limited ability to engage readers with two-way communication. The opportunity presented by the internet and digital devices means every single consumer / publisher interaction has the potential to yield valuable insight which can be used to improve relevance of content and personalisation of services (and advertising), and even generate revenue in its own right, if backed up by the correct consumer permission. The challenge for publishers is to successfully capture and harness this insight in a cost effective way.
At Alchemetrics, we provide solutions for gathering valuable data insight through our Dynamic Question Service that enables organisations to engage with customers in a more relevant and targeted way. By dynamically serving questions that are relevant to the individual, businesses will be able to build up a strong profile of their subscribers and develop strategies for increasing the monetary value of their customer information.
Our team is on hand to deliver a solution, so please contact us and let us demonstrate the ultimate power of our informa® Dynamic Question Service and how we can gain valuable insight to help drive a truly successful marketing strategy.
