Marketing Works Today

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NEWS WEBSITE PAYWALLS: Business Model vs. Social Media?

I just ran into the ugly paywall at 2 newspapers when trying to do research for a story.

It used to be, in the day of the typewriter, you could go to the local or college library and pull all the clips, papers, periodicals, microfiche, etc. you needed to research a story – for free.

Now with the Internet and the new paywalls that news and content providers are putting up, you’ll have to pay for it. Seems kinda crazy, huh?

Paywalls will cause a lot of trouble for news aggregators; but, what about writers working on stories and social media users that want to share a story with their followers or friends (from Facebook, Twitter, G+, etc.)?

Doesn’t that cut down on traffic to a news site and therefore fresh eyeballs to advertisers?

Will every “share” have to be paid for if someone clicks on the link?

I get the business model problem for news producers.  Content is expensive to get and produce. They don’t want to give it away for free.

But I don’t get how a paywall fits in with what happens on social networking today where it’s a free-for-all of content sharing.

Sharing “out” from a news site is very understandable. The subscriber pays to be there and shares what he or she finds out with their networks.  It’s sharing “in” to a news site that causes a problem in my mind.  The followers and friends that click the link will then have to pay – typically  a monthly subscription?  Who would do that?

There are over 1,400 news outlets producing content in the U.S.  Twenty percent are expected to have paywalls by the end of this year.  Warren Buffett just bought dozens of papers and he believes in paywalls.

If you do a lot of sharing and exploring today, you probably won’t be doing it in the future.  Too expensive.   Imagine having to whip out your credit card every time you click a link from a friend.

Seems like there will be a clash between news producers and social media users.

More questions than answers…  What do you think?

Filed under: Content Marketing, Future Vision, Internet, Micro Blog (Twitter), Publishing, , , , , ,

Marketing Works Today

This blog is to help you learn how to connect with customers. The goal is to show you how to get the most qualified leads, traffic, relationships, and sales for the lowest cost/customer. I'll write and aggregate content that relates to the goal. You're welcome to subscribe, comment, and post. Send me your news tips!

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I've had a lot of titles [Director of Marketing, Communications Director, Advertising Director, Multimedia Producer, Managing Editor, Reporter, Copywriter]; but, I approach every project as a digital producer... what does the audience need and how can I deliver it most effectively and for the lowest cost?

Sometimes I write with pictures or video, sometimes with words. I always keep the goal in mind: sales, leads, traffic, a better brand image or awareness, or just a really good story, etc.

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MikeBrown@BrownLtd.com

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I have 8 years experience setting up, writing, and managing small business and simple product campaigns ($100/week Google Adwords) and large business campaigns with multiple divisions and product lines (up to $20,000/week in Google Adwords – more than $1.1 billion in annual sales). Contact me to create your campaign! MikeBrown@BrownLtd.com

R. Michael Brown
Marketing Consultant, Public Relations Consultant, Freelance Writer: West Palm Beach, Florida

"I help organizations increase sales, and pump up the value of their brand, using media, for the lowest cost per customer."

Digital Marketing and Public Relations consultant, writer, and producer with over 20 years experience launching brands like DiVosta Homes, IBM Multimedia, Nextel, Motorola business and government sector, and SunFest Jazz Festival.

MikeBrown@BrownLtd.com
561-756-1674

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