FIPP President and CEO, James Hewes, was joined online by Tobias Henning of BILDplus and WELTplus at Axel Springer and CeleraOne’s Managing Director, York Walterscheid. The webinar provided the opportunity for a deep-dive into the report, including the impact of Covid-19 on the industry in the areas of:
– Content creation
– Distribution and newsstand
– Web traffic spikes and the battle to monetise it
– Ad revenue
– Government assistance to publishers
At a time where advertising has taken flight, physical events are a no-go and media around the world under severe pressure, digital subscriptions have become an even more critical consideration in the revenue mix than before.
On the webinar, Axel Springer’s General Manager Premium BILDplus & WELTplus, Tobias Henning, was asked whether more Generation Z and Millennials were feeding the current subscription population, or if it was instead basically a case of Generation Z shifting from print to digital during the crisis?
“I don’t think we are seeing anyone shift from print to digital anymore to be honest,” said Henning. “Because I would say, the digitisation from this point of view is over. So someone, after 25 years of the internet, who is still reading print will still read print. So we are not convincing people to shift from print to paid digital, but rather convincing our free digital users to get into a paid subscription.”
“And we have to convince much more of our younger audiences, because we see that these demographics are much more willing to pay. They grew up with Apple, Spotify, Netflix, and have learned that for great content on digital devices they have to pay.”
The webinar also explored other key topics covered in the Digital Snapshot report, including:
– The different types of paywalls
– Top 10 subscription-based news media publications
– Quarterly subscription growth of selected titles
– The comparative size of leading Video on Demand (VOD) subscription services
– Six steps for implementing a paywall
Next FIPP Insider Webinars
>> Data-driven pricing strategies that grow subscription revenue with Mather & Atlantic
Thursday 14 May, 2pm London time
This free FIPP Insider webinar will inspire participants with tips and insights into the use of data-driven pricing and other strategies to build subscriptions revenues. Our guests are executives from Mather Economics and Atlantic Media. Mather is an expert on news media and magazine media subscription strategies and best practices, with 200+ current customers worldwide. The Atlantic will speak about lessons learnt in their attempts to establish and grow subscriptions revenue with acquisition, retention and pricing best practices.
During the webinar, we will also discuss developing reader revenue trends they believe will stand media companies in good stead as we move into a world of potential intermittent lock-downs until a Covid-19 vaccine is found and widely available.
>> Sustainable revenue: How European premium publishers turned to e-commerce
Tuesday 19 May, 2pm London time
InStyle has used e-commerce to create an award winning business model that regularly outperforms advertising and affiliate marketing. In this webinar, Tipser founder Axel Wolrath will take you through the steps of how InStyle developed their concept and how it has helped them carry through times when advertising revenues are in decline.
>> Dow Jones on opportunities and challenges for publishers in lockdown
Thursday 21 May, 2pm London time
The post lockdown or intermittent lockdown world will provide a blend of challenges and opportunities for media organisations. Many long-held business assumptions, strategies and product offerings will require re-evaluation and thought. Success through partnerships will also provide businesses with opportunities to evolve as ‘the new normal’ takes shape. Join FIPP President and CEO James Hewes and three senior Dow Jones executives to discuss some of the work they have been doing to adapt to the changing media landscape.
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