Publishers: Paywalls Yuav tsum Tuag. Muaj ib txoj hauv kev zoo dua kom tau nyiaj

Jeeng Cov ntsiab lus Publisher Monetization vs Paywall

Paywalls tau dhau los ua ib qho chaw hauv kev tshaj tawm digital, tab sis lawv tsis muaj txiaj ntsig thiab tsim kev cuam tshuam rau cov xovxwm dawb. Hloov chaw, cov tshaj tawm yuav tsum siv kev tshaj tawm kom tau txais cov channel tshiab thiab muab cov ntsiab lus rau cov neeg siv khoom lawv xav tau dawb.

Rov qab rau xyoo 90s, thaum cov tshaj tawm pib txav lawv cov ntsiab lus hauv online, muaj ntau lub tswv yim: tsuas yog cov ncauj lus tseem ceeb rau qee qhov, tag nrho cov ntawv rau lwm tus. Raws li lawv tau tsim lub vev xaib, ib hom ntawv tshiab ntawm digital nkaus xwb lossis digital-thawj tshaj tawm tau tshwm sim, yuam txhua tus neeg mus rau tag nrho ntawm digital txhawm rau sib tw. Tam sim no, txawm tias rau qhov kev lag luam stalwarts, cov ntawv luam tawm tau dhau los ua qhov thib ob fiddle rau lawv qhov muaj peev xwm digital tag nrho.

Tab sis txawm tias kev tshaj tawm digital tau hloov zuj zus nyob rau 30 xyoo dhau los, ib yam tseem yog qhov nyuaj heev - kev khwv nyiaj. Cov tshaj tawm tau sim ntau txoj hauv kev, tab sis ib qho tau ua pov thawj tsis tu ncua kom tsis muaj txiaj ntsig thoob ntiaj teb: paywalls.

Niaj hnub no, cov tshaj tawm uas hais kom them nyiaj rau cov ntsiab lus tsis to taub tias kev siv xov xwm tau hloov pauv li cas thoob ntiaj teb. Tam sim no, nrog ntau txoj kev xaiv, suav nrog streaming video uas qee tus pom tias muaj ntau yam ntxiv, tag nrho cov qauv tshaj tawm tau hloov pauv. Cov neeg feem coob tau txais lawv cov xov xwm los ntawm ntau qhov chaw, tab sis lawv tsuas yog them rau ib lossis ob qho xwb. Thiab yog tias koj tsis nyob saum cov npe, koj tsis tau txais nyiaj. Nws tsis yog qhov teeb meem ntawm seb koj cov ntsiab lus tsim nyog lossis nthuav lossis cuam tshuam. Nws yog ib feem ntawm lub hnab nyiaj teeb meem. Tsuas muaj tsis txaus mus ncig.

Qhov tseeb, cov ntaub ntawv lees paub tias tib neeg tsis xav them rau cov ntsiab lus.

Ib qho 75% ntawm Gen Z thiab Millennials twb hais tias lawv tsis them nyiaj rau cov ntsiab lus digital-lawv tau txais los ntawm qhov chaw pub dawb lossis tsis tag nrho. Yog tias koj yog tus tshaj tawm nrog paywall, qhov ntawd yuav tsum yog xov xwm txaus ntshai.  

2021 Digital Publishing Consumer Survey

Qhov tseeb, ib tus tuaj yeem sib cav tias paywalls yog qhov cuam tshuam rau txoj kev ywj pheej ntawm kev tshaj xov xwm peb txhua tus tuav tau zoo heev hauv lub tebchaws no. Los ntawm kev yuam cov neeg siv khoom them nyiaj rau cov ntsiab lus, nws txwv cov neeg tsis tuaj yeem lossis tsis them nyiaj los ntawm kev nkag mus rau cov xov xwm thiab cov ntaub ntawv. Thiab qhov no cuam tshuam tsis zoo rau tag nrho cov xov xwm tshaj tawm - cov tshaj tawm, cov neeg sau xov xwm, cov tshaj tawm thiab cov pej xeem.

Yuav ua li cas yog tias, hauv peb cov kev hloov pauv digital, peb tsis tas yuav los nrog qee yam tshiab, zoo li paywalls, tom qab tag nrho? Yuav ua li cas yog tias peb cov xov xwm hauv TV hauv zos muaj nws tag nrho? Tsuas yog khiav qee qhov kev tshaj tawm los txhawb kev tsim thiab faib cov ntsiab lus.

Tej zaum koj yuav xav tias suab dhau qhov simplistic. Tias koj tsis tuaj yeem txhawb kev tshaj tawm digital nrog tsuas yog chij lossis ib txwm tshaj tawm hauv online. Qhov kev sib raug zoo thiab kev tshawb nrhiav tau nqus ntau qhov kev tshaj tawm siv, tsis muaj txaus rau cov tshaj tawm ywj pheej.

Yog li, dab tsi yog qhov kev xaiv zoo dua? Monetizing kev koom tes channel koj tswj, zoo li email, thawb cov ntawv ceeb toom thiab lwm yam kev xa xov ncaj qha. Los ntawm kev muab email tsis them nyiaj thiab thawb cov ntawv sau npe, thiab ua kom tau nyiaj rau cov uas muaj npe tshaj tawm hauv, cov tshaj tawm tuaj yeem ua rau lawv cov neeg tuaj koom nrog thaum tseem tsav cov nyiaj tau los tshiab.

Cov xov xwm zoo yog cov ntaub ntawv qhia tau hais tias cov neeg siv khoom qhib rau hom kev khwv nyiaj no.

Ze li ntawm 3 tawm ntawm 4 hais tias lawv xav pom kev tshaj tawm thiab tau txais cov ntsiab lus dawb. Thiab rau cov neeg tshaj tawm txog kev txhawj xeeb txog lawv cov neeg yuav khoom yuav raug cuam tshuam los ntawm kev tshaj tawm hauv email lossis thawb, cov ntaub ntawv qhia tsuas yog qhov tsis sib xws: ze li 2/3 hais tias lawv tsis thab tag nrho lossis tsis txawm pom cov tshaj tawm.

2021 Digital Publishing Consumer Survey

Txawm zoo dua, feem ntau ntawm cov neeg siv khoom siv digital hais tias lawv koom nrog kev tshaj tawm ntawm cov tshaj tawm cov vev xaib. Qee 65% ntawm Gen Z thiab 75% ntawm Millennials hais tias lawv yuav nyem rau ntawm cov ntawv tshaj tawm hauv email yog tias lawv tso siab rau tus neeg xa ntawv, thiab 53% ntawm Gen Z thiab 60% ntawm Millennials qhib rau kev tshaj tawm hauv kev ceeb toom - tsuav yog lawv tus kheej.

Rau cov tshaj tawm tab tom nrhiav kom nthuav lawv cov nyiaj tau los thiab cov nyiaj tau los loj hlob, tsim 1: 1 kev sib raug zoo thiab xa cov ntsiab lus ntawm tus kheej hla cov channel uas lawv tswj tau yog kev nqis peev zoo dua - thiab ua tau zoo dua - dua li them nyiaj.

Cov neeg siv khoom xav tau txais koj cov ntsiab lus. Thiab lawv txaus siab them tus nqi hauv daim ntawv pom kev tshaj tawm kom tau txais nws dawb. Los ntawm kev siv lub tswv yim zoo monetization siv nruab nrab xws li email xov xwm thiab thawb cov ntawv ceeb toom, koj tuaj yeem muab lawv qhov lawv xav tau yam tsis muaj teeb meem tsis tsim nyog kom tau txais txoj hauv kev.

Rub tawm 2021 Digital Publishing Consumer Survey