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Raju Narisetti's Freewall presentation at Newsfoo

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Mathew Ingram
Mathew Ingram

Washington Post managing editor Raju Narisetti's presentation on his idea of a reverse paywall or "freewall" given at Newsfoo in November, 2011

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THE ‘WHY DON'T WE PAY YOU' PAYWALL @rajunarisetti
EVERYONE THINKS NEWSPAPERS ARE DYING
EVERYONE KNOWS (OR THINKS THEY KNOW) WHY NEWSPAPERS ARE DYING
BUT, AMID ALL THE GLOOM & DOOM, THERE HAS NEVER BEEN A BETTER TIME TO BE A JOURNALIST (PERHAPS)
BECAUSE IT ISN’T NEWS THAT IS REALLY BROKEN, IT IS THE NEWS BUSINESS MODEL THAT IS IN TROUBLE
SINCE WE PRODUCE WHAT AUDIENCES STILL WANT TO CONSUME, THE ANSWER MUST LIE IN MAKING THEM PAY EXTRA FOR IT. HENCE, THE GREAT PAYWALL RUSH
FOR SOME 150 YEARS, THE NEWS BUSINESS HAS MOSTLY BEEN FUNDED BY PRINT ADS BEING SHOWN ADJACENT TO NEWS TO CONCENTRATED, LARGE AUDIENCES
JUST BECAUSE READERS ARE MOVING FROM PRINT TO DIGITAL (AND MOBILE), WHY DO WE THINK THEY WILL SUDDENLY PAY MORE FOR OUR INDUSTRY’S FINANCIAL SALVATION?
AND WHAT IF THE GOLDEN AGE OF (TARGETED AND CREATIVE) DIGITAL ADVERTISING IS YET TO COME.
WHAT IF WE CAN WE HAVE OUR SUBSCRIPTION CAKE AND EAT IT TOO?
SO, HOW ABOUT A POSITIVE* METER? *The more loyal you are to my news brand, the further you get from having to pay that month.
WHAT IF EACH READER CAN TURN A “PAYWALL” INTO A “FREEWALL” WITH INCENTIVES FOR READERS WHO ENGAGE MORE TO GET MORE FOR FREE.
HOW MIGHT IT WORK?  It is all about your “status” and your “actions” getting you closer to “free”.  Instead of starting with a limit of 20 stories to read before hitting a wall, you begin with a level of Points, valuable digital currency, that allows you to explore and consume a set amount of articles on the site for free.  Discoverer Status
 While each article read “consumes” Your PostPoints some Points, at the same time, other You are at Discoverer Status actions you take, accumulate more Points (our Positive Meter adds up not just down) thus allowing you to read more content. Explorer Status fre e f When you reach a certain level of or t  activity in a month, you enter the he month green zone that put you in the Trailblazer Status. The rest of the month on the site is free for you no Earn More Free Articles Now! matter what you do from now on.
WHAT CAN ACCUMULATE VARYING AMOUNTS OF POINTS?  Comment on a story Register with us  Recommend a story to Facebook Post a story link to Twitter  Respond to an ad callout Respond to comments on a story  Subscribe to our Page on Facebook Upload a photograph or video  Sign up for an alert/email/newsletter Take a poll/ quiz  Join a PostPanel Email a story  Enter a code from that day’s newspaper Download a Post app  Respond/post to classified ad Sign up for CapitolDeals email  Point out a factual error in our story Subscribe to a MasterClass  Buy a movie/concert/sports ticket Subscribe to the newspaper!
SO, WHY IS A FREEWALL BETTER THAN A PAYWALL FOR READERS AND JOURNALISM?
MORE STORIES READ, MORE COMMENTS MADE, MORE “USER-GENERATED CONTENT” Means MORE TIME SPENT ON OUR SITE MORE ADS SERVED/SEEN (STILL THE LARGEST SOURCE OF REVENUE FOR MEDIA COMPANIES)
MORE STORIES READ, MORE COMMENTS MADE, MORE “USER-GENERATED CONTENT” Means MORE DEPTH/CONTENT FOR OTHER READERS TO DISCOVER AND Means CONSUME
IT PUTS THE CHOICE WHERE IT BELONGS—IN THE HANDS OF OUR READERS—AND FORCES OUR JOURNALISM AND OUR NEWSROOMS TO BE COMPETITIVE, COMPELLING AND CAPTIVATING.
AND MAYBE FIXES OUR BUSINESS MODEL…. @rajunarisetti

More Related Content

Raju Narisetti's Freewall presentation at Newsfoo

  • 1. THE ‘WHY DON'T WE PAY YOU' PAYWALL @rajunarisetti
  • 3. EVERYONE KNOWS (OR THINKS THEY KNOW) WHY NEWSPAPERS ARE DYING
  • 4. BUT, AMID ALL THE GLOOM & DOOM, THERE HAS NEVER BEEN A BETTER TIME TO BE A JOURNALIST (PERHAPS)
  • 5. BECAUSE IT ISN’T NEWS THAT IS REALLY BROKEN, IT IS THE NEWS BUSINESS MODEL THAT IS IN TROUBLE
  • 6. SINCE WE PRODUCE WHAT AUDIENCES STILL WANT TO CONSUME, THE ANSWER MUST LIE IN MAKING THEM PAY EXTRA FOR IT. HENCE, THE GREAT PAYWALL RUSH
  • 7. FOR SOME 150 YEARS, THE NEWS BUSINESS HAS MOSTLY BEEN FUNDED BY PRINT ADS BEING SHOWN ADJACENT TO NEWS TO CONCENTRATED, LARGE AUDIENCES
  • 8. JUST BECAUSE READERS ARE MOVING FROM PRINT TO DIGITAL (AND MOBILE), WHY DO WE THINK THEY WILL SUDDENLY PAY MORE FOR OUR INDUSTRY’S FINANCIAL SALVATION?
  • 9. AND WHAT IF THE GOLDEN AGE OF (TARGETED AND CREATIVE) DIGITAL ADVERTISING IS YET TO COME.
  • 10. WHAT IF WE CAN WE HAVE OUR SUBSCRIPTION CAKE AND EAT IT TOO?
  • 11. SO, HOW ABOUT A POSITIVE* METER? *The more loyal you are to my news brand, the further you get from having to pay that month.
  • 12. WHAT IF EACH READER CAN TURN A “PAYWALL” INTO A “FREEWALL” WITH INCENTIVES FOR READERS WHO ENGAGE MORE TO GET MORE FOR FREE.
  • 13. HOW MIGHT IT WORK?  It is all about your “status” and your “actions” getting you closer to “free”.  Instead of starting with a limit of 20 stories to read before hitting a wall, you begin with a level of Points, valuable digital currency, that allows you to explore and consume a set amount of articles on the site for free.  Discoverer Status
  • 14. While each article read “consumes” Your PostPoints some Points, at the same time, other You are at Discoverer Status actions you take, accumulate more Points (our Positive Meter adds up not just down) thus allowing you to read more content. Explorer Status fre e f When you reach a certain level of or t  activity in a month, you enter the he month green zone that put you in the Trailblazer Status. The rest of the month on the site is free for you no Earn More Free Articles Now! matter what you do from now on.
  • 15. WHAT CAN ACCUMULATE VARYING AMOUNTS OF POINTS?  Comment on a story Register with us  Recommend a story to Facebook Post a story link to Twitter  Respond to an ad callout Respond to comments on a story  Subscribe to our Page on Facebook Upload a photograph or video  Sign up for an alert/email/newsletter Take a poll/ quiz  Join a PostPanel Email a story  Enter a code from that day’s newspaper Download a Post app  Respond/post to classified ad Sign up for CapitolDeals email  Point out a factual error in our story Subscribe to a MasterClass  Buy a movie/concert/sports ticket Subscribe to the newspaper!
  • 16. SO, WHY IS A FREEWALL BETTER THAN A PAYWALL FOR READERS AND JOURNALISM?
  • 17. MORE STORIES READ, MORE COMMENTS MADE, MORE “USER-GENERATED CONTENT” Means MORE TIME SPENT ON OUR SITE MORE ADS SERVED/SEEN (STILL THE LARGEST SOURCE OF REVENUE FOR MEDIA COMPANIES)
  • 18. MORE STORIES READ, MORE COMMENTS MADE, MORE “USER-GENERATED CONTENT” Means MORE DEPTH/CONTENT FOR OTHER READERS TO DISCOVER AND Means CONSUME
  • 19. IT PUTS THE CHOICE WHERE IT BELONGS—IN THE HANDS OF OUR READERS—AND FORCES OUR JOURNALISM AND OUR NEWSROOMS TO BE COMPETITIVE, COMPELLING AND CAPTIVATING.
  • 20. AND MAYBE FIXES OUR BUSINESS MODEL…. @rajunarisetti

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