New Digital Development

Paid content models have been with us for a while but have been domain of the business press for the most part. There have certainly been no significant successes in the mainstream news space and today all our masthead titles remain free to access. That it is set to change as Murdoch starts to follow through on his commitment to a paid content or subscription news model.

Early Adopter Brand

The first major move is News Ltd’s flagship quality brands in the UK, The Times and The Sunday Times which have just launched their new paid content model preview. Looking like a cross between The New York Times and The Guardian Online the new(s)paper is safely locked behind its new ‘paywall’.

Whilst pricing doesn’t appear to have been announced yet the new product aims to deliver a richer and more personalised online experience. It will certainly have to work hard if it is to encourage users to part with their cash. Based on experience with the business press the quality of the market is definitely the place to start, and it’s a poorly kept secret that you can expect The Australian to follow soon.

Why is this interesting?

Putting aside the argument about a subscription model it is an interesting move that may open up opportunities for marketers. Currently news sites are a commodity product, the audience is promiscuous, engagement levels are variable at best and the media opportunities are over-priced.

A new generation of paid content models might actually provide a more viable marketing platform for brands. A subscription revenue stream brings a more engaged and potentially responsive audience - it’s is likely that they will be more regular readers, spending longer with the product, personalizing it to suit their needs.

What difference will it make?

From a marketers perspective a raft of credible subscription products with scale will provide an interesting addition to the digital marketing toolbox, delivering the opportunity for effective sponsorships, branded content and ecommerce partnerships instead of, but probably as well as, the inevitable and ubiquitous banner advertising.

Not only will these sites know a lot more about their audience because of the subscription process but they will also begin to build a much better profile of their interests and consumption habits. You can expect behavioural marketing and re-marketing opportunities to increase in accuracy and efficacy.

The amount of video and other multi-media content will also provide new marketing opportunities, and expect the mobile platform to open up with these new products as well. Social media will also play a growing role as these networks develop their own communities for brands to engage with.

You can still subscribe to the Times & Sunday Times preview so have a look and make up your own mind: http://www.timesplus.co.uk/welcome/index.htm