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7、灎琀棿蕖豏鹥倀伀灠桒陎嘀倀倀伀螐琀蕖嘀倀董倀伀眀琀琀琀蕖嘀倀葧倀伀萀螐嘰倀戀愀挀欀攀搀倀伀瘀猀帀嘀倀戀愀挀欀攀搀倀伀倀伀豝眀倀伀嘀倀螐蕳眀眀眀瀀攀搀愀琀愀挀渀嘀倀戀愀挀欀攀搀倀伀荢蕘坦躚荎嘀倀荎抍嘀倀荎蕘抍獥抍閗菿蕘睎罎罎猀眀餀罎猀猀琀嘀倀荎蕘抍琀荞蕘獥抍閗矿眀眀瀀攀搀愀琀愀挀渀葧一1 Europes successful paid content strategiesEuropes successful paid content strategiesSponsored by:I Europes successful paid content strategiesContentsIntrodu
8、ction ForewordOverviewCase Studies: Aftenposten BILD Corriere della Sera De Correspondent The Economist El Espaol Financial Times Le Monde Liberation Mediapart NZZ SZ The National The Times VGiiiii16 8 10 12 14 16 18 20 22 24 26 28 30 32 34II Europes successful paid content strategiesIntroductionTha
9、nk you for downloading TheMediaBriefings report on Europes successful Paid content strategies.The brightest beacons for paid content are gen-erally perceived to be American. The New York Times, The Wall Street Journal and latterly the Washington Post, dominate discussions on how to do paid content r
10、ight. Leading UK publishers sometimes get an honourable men-tion, but few media houses on the continent receive any coverage outside their own borders.We wanted to redress that imbalance by putting together a report that introduces some of the leading European play-ers in the paid content arena, and
11、 some interesting new-comers. In producing the report, we have drawn on direct interviews with executives involved in the implementation of successful paid content strategies and the general indus-try news reflecting their progress. The report is not a guide to every contour of the paid content land
12、scape there are publishers we will add to future reports, like Polands Gazetta Wyborska which has notched up growth of 30% in 2016 to secure 100,000 pay-ing subscribers. But we hope we have managed to high-light a representative cross-section of the European pub-lishers succeeding in paid content at
13、 the moment.Huge thanks go to our sponsor CeleraOne - without their generous support we simply wouldnt have been able to invest the time needed to conduct the interviews and re-search required to write this report.We really hope you find the report useful and are very keen to hear what you think. Pl
14、ease get in touch and let us know what you liked and what youd like to learn more about in the future.Very best regards,Peter Houston, Editor at Large, TheMediaBriefing III Europes successful paid content strategiesForewordAmusingly, paywalls manage to be both the most overrated and most underrated
15、business model in digital publishing. They are overrated when publishers expect that the mere installation of a payment button is all the work it takes to “save” journalism actu-ally, it takes much more. They are underrated when the sceptical camp still claims that only the New York Times and the Wa
16、ll Street Journal can master the building of a successful paid content scheme. There are plenty of examples, from Amsterdam, Berlin, Paris, Oslo, Munich or Zurich, where paid subscriptions account for 20%, 30%, 40% or more of the digital revenues. Who had expected this only four years ago? This repo
17、rt collects some of these case studies and identifies what makes them successful. Its no surprise that paywalls dont work if the effort is half-hearted. Behind every success story is a dedicated team. Its the people who make the difference. They need strong support from top management that is backed
18、 by investments in technology, product and marketing. The foundation is a journalism with a unique editorial tone and loyal readers. But thats not enough: Alongside all these factors, a gener-ous portion of tenacity is also required given that it gen-erally takes more than two or three years to test
19、, adapt or change the paid model until the right proposition is found. All these efforts offer plenty of advantages in the long run. Subscription revenues allow for a much healthier income mix, particularly when display advertising is increasingly selling at low margins. Paywalls are a tool to build
20、 relation-ships: Premium sections allow publishers to obligate users to register, collecting cross-device data. nullBehind every success story is a dedicated teamIV Europes successful paid content strategiesIdentified and registered important to be selective with your time and energy. Prioritize mak
21、ing personalized, constructive responses to one- and two-star reviews rather than simply acknowledging your best comments. Aim for a 40-percent response rate. Its clear that most hotels could stand to aim a little bit higher in their response rates, but dont go overboard. Cornell data shows diminish
22、ing returns on response rates higher than 40 percent.15 16 15 16 Average Review Score Your propertys average review score is the best indicator of quality for both the hotel and prospective guests. Its a great way to measure how well your hotels service and amenities are meeting or exceeding your gu
23、ests expectations. It also gives the hotel a standardized performance metric (usually one through five stars) across the industry and relative to the competition in local markets Insights Average review scores are increasing across the board. There were big jumps in review scores in 2015.17 18 17 18 Analysis Our 2014 report revealed a fairly flat (and in some markets a somewhat negative outcome) for hotel review scores year over year
