Posted by Maria Conde on May 20, 2010 at 4:50 PM
Unlike Murdoch, Guardian's editor-in-chief, Alan Rusbridger, has ruled out the idea of erecting a paywall around the newspaper's website. Since paid online content is not going to be a source of revenue anytime soon, Guardian News & Media is launching two new strategies to complement the paper's revenue stream, according to Paid Content.First up, Guardian will be launching a membership club scheme it announced last year, one that will resemble the Times+ initiative.
According to Guardian, the Guardian Extra scheme will provide readers of the Guardian and Observer a wide range of discounts and offers on live debates, films, festivals, and performances.
Although it sounds very much like the readers club the Times launched last year, the program will set iself aside from other membership schemes by linking the program with the newspaper tightly. For one, members will be given special access to the Guardian/Observer's offices in Kings Place, with newsroom visits as well as interviews with journalists.
Richard J. Thompson, head of membership at Guardian, said that another reason why Extra will be different is because it will reflect editorial coverage.
"It will provide us with a unique opportunity to explore many areas of mutual interest. It is about strengthening our most important relationship, our readership, and in turn providing a range of benefits that they wouldn't get elsewhere."
The Extra membership costs £25 per year or comes free with an annual print subscription to the newspaper (this costs £22.43 a month). For those who still are not sure they want the membership, there's a free trial until the end of August.
Paid Content reports that Guardian is also looking for ways to monetize its Open Platform feature. Today, Guardian News Media's commercial director, Adam Freeman, unveiled the idea in front of ad agencies and a number of commercial partners. Guardian's API could help strengthen other brands as part of a cross-media sell.
Open Platform offers a range of services for developing digital products and applications with the Guardian. The newspaper allows application developers to reach and engage audiences to develop advertising campaigns with the software. Recently, Open Platform powered the Enjoy England campaign with a series of interactive maps.
Ad agencies that sign on to participate with Open Platform will receive £50,000 worth of advertising space across GNM. The cost to sign on is a lofty £100,000.
Newspapers can unlock the financial potential of their strong brands through projects like membership clubs. Last September, the Times of London launched Times+, a membership club with free gifts and money-saving opportunities for members. This January, the WSJ created a luxury travel service website aimed at its top-shelf readers.
The Guardian's membership scheme seems to be more about giving value to the subscription than creating a stand-alone item. However, at only £25 per year, Guardian may be attracting more readers to its club. Although it is unclear whether these types of membership clubs represent a substantial amount of profit or revenue, these schemes present the possibility of monetizing a newspaper's readers without turning them away with a paywall.
Richard J. Thompson, head of membership at Guardian, said that another reason why Extra will be different is because it will reflect editorial coverage.
"It will provide us with a unique opportunity to explore many areas of mutual interest. It is about strengthening our most important relationship, our readership, and in turn providing a range of benefits that they wouldn't get elsewhere."
The Extra membership costs £25 per year or comes free with an annual print subscription to the newspaper (this costs £22.43 a month). For those who still are not sure they want the membership, there's a free trial until the end of August.
Paid Content reports that Guardian is also looking for ways to monetize its Open Platform feature. Today, Guardian News Media's commercial director, Adam Freeman, unveiled the idea in front of ad agencies and a number of commercial partners. Guardian's API could help strengthen other brands as part of a cross-media sell.
Open Platform offers a range of services for developing digital products and applications with the Guardian. The newspaper allows application developers to reach and engage audiences to develop advertising campaigns with the software. Recently, Open Platform powered the Enjoy England campaign with a series of interactive maps.
Ad agencies that sign on to participate with Open Platform will receive £50,000 worth of advertising space across GNM. The cost to sign on is a lofty £100,000.
Newspapers can unlock the financial potential of their strong brands through projects like membership clubs. Last September, the Times of London launched Times+, a membership club with free gifts and money-saving opportunities for members. This January, the WSJ created a luxury travel service website aimed at its top-shelf readers.
The Guardian's membership scheme seems to be more about giving value to the subscription than creating a stand-alone item. However, at only £25 per year, Guardian may be attracting more readers to its club. Although it is unclear whether these types of membership clubs represent a substantial amount of profit or revenue, these schemes present the possibility of monetizing a newspaper's readers without turning them away with a paywall.
SOURCED from editorsweblog.org
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