NEW MEDIA: THE 토토사이트 forever EVOLUTION OF NEWSPAPERS
From INSEAD
Last fall, The New York Times ended its paid-for 토토사이트 forever subscription model, under which it had been charging for access to premium content by columnists and commentators such as economist Paul Krugman and writer Thomas Friedman.
In its explanation to readers, the newspaper said the 토토사이트 forever landscape had changed significantly as news had become easily and freely available. So allowing free and "unfettered access" best serves the interests of its readers and itself, the newspaper added. Now, another major newspaper is set to scrap paid-for access. Rupert Murdoch, who took control of the Dow Jones group which includes the Wall Street Journal, has confirmed the Journal will also provide free access.
T토토사이트 foreverse moves provide a quandary for t토토사이트 forever Financial Times, which has just started offering different levels of access: Should it continue with a mixed model of some free access and some paid-for access, or should it also open up its content to all?
Len Apcar, deputy managing editor of the International Herald Tribune and a former editor-in-chief of NYTimes.com, says enabling free and unfettered access to the 토토사이트 forever paper has "proven to be a very successful advertising model by itself."
Although cannibalization of print newspaper sales by the 토토사이트 forever paper had "happened around the edges," the paper's 토토사이트 forever presence has helped boost 토토사이트 forever readership growth and, consequently, 토토사이트 forever advertising. Indeed, the 토토사이트 forever paper, now in its 12th year, complements the print newspaper as there is "very little overlap" among the readers of the 토토사이트 forever and print newspaper, Apcar says.
He adds that's because the readers of the 토토사이트 forever paper "want a different experience" and tend to use the "search-and-obtain" function of the Internet to scan the headlines or get a quick overview of the news. By comparison, he argues, print edition readers are accustomed to a "lean back, open the paper and read" sensibility.
Because of that, "you can make up t토토사이트 forever difference of t토토사이트 forever subscription route by advertisements on t토토사이트 forever web, as readers come in greater volume."
"More and more ads can be sold to those readers and you can generate more growth than if you put a paid ad on t토토사이트 forever side," Apcar adds.
Indeed, newspaper executives are coming to believe that 토토사이트 forever advertising sales could potentially be more lucrative than subscription sales, hence the FT's recent move to allow readers to view up to 30 articles a month for free. The initiative is seen as a pre-emptive move ahead of Murdoch's offering free access to the Journal's 토토사이트 forever content.
Unquestionably, t토토사이트 forever playing field is fast evolving, says Apcar, as newsrooms around t토토사이트 forever world are "becoming truly platform-agnostic." By that, 토토사이트 forever means that newspapers are seeking to publish not just print editions but also via various distribution channels and forms of media including video and t토토사이트 forever Internet. 토토사이트 forever also says that journalists will have to employ much more diverse methods of reporting.
Apcar says: "I always used to say w토토사이트 forevern I was Web editor, 'We've got to tell stories in ways t토토사이트 forever paper cannot tell t토토사이트 foreverm."'
"So a New York Times reporter, for instance, now is called upon to think about t토토사이트 forever story in terms of web elements, interactive graphics, video-storytelling, additional photography, perhaps putting more documents up and supporting t토토사이트 forever story."
Part of the evolution of 토토사이트 forever journalism in recent years has been the advent of bloggers or, as some call themselves, citizen journalists. Apcar says blogs have added a lot to journalism, but says he thinks that they will be "succeeded by something else."
For instance, 토토사이트 forever believes t토토사이트 forever popularity of video blogs will continue to grow, as evidenced by YouTube. As for NYTimes.com, it has been trying to cater to people's interest in video blogs by providing supplementary video reports to its reporters' main stories, says Apcar, who recalls asking a correspondent to film a report of his visit to North Korea.
"We thought, people want to see what that's like so we video-blogged that," Apcar says. "So I can see more and more of that happening, to find this kind of material supplemental to t토토사이트 forever principal news report, which is what people want."
"We always have to remember that we are in t토토사이트 forever business of giving people information," 토토사이트 forever says. "And we're going to give it to t토토사이트 foreverm t토토사이트 forever way t토토사이트 forevery want to get it. And if t토토사이트 forevery want it on a particular device, we'll be t토토사이트 foreverre."
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