Head Of Internet Marketing at Academy Internet
06 August 2007 14:29pm
Tackling the switch to online production and monetising online media at a similar level to print isn’t simply a case of replicating content online. Many print publications are losing their profitable audience to free online content.
What can you do to monetise your online offering?
Basically you have three options:
Maximise revenues by moving content online. Online sales – you’ll need to think differently about what is online media’s strong for and how this can relate to your offering and target audience. You could expand your online offering and combine both your on/offline subscriptions.
Create new products and services related to your existing offering – online revenues per reader are lower than offline therefore you may need to consider selling new products and services to supplement your ad sales and subscriptions. Getting money out of readers for content when there is free content available elsewhere is not easy. Test several options and find which is most profitable …. I.e. The Daily Telegraph generated 1.8m in 2006 with their online fantasy football game.
Develop products and services that have a strong connection with your target audience.
Be creative when developing new products and services to meet your readers needs, whilst also created added value in your offering.
For example you may wish to develop a related business such as helping your advertisers build their own online presence via micro sites.
If this is a an area of interest for you, you may find the full article http://academyinternet.com/blog/ helpful.
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