NEW MEDIA: THE 마이다스 온라인카지노 유니88벳 EVOLUTION OF NEWSPAPERS
From INSEAD
Last fall, The New York Times ended its paid-for 마이다스 온라인카지노 유니88벳 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 마이다스 온라인카지노 유니88벳 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.
T마이다스 온라인카지노 유니88벳se moves provide a quandary for t마이다스 온라인카지노 유니88벳 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 마이다스 온라인카지노 유니88벳 paper has "proven to be a very successful advertising model by itself."
Although cannibalization of print newspaper sales by the 마이다스 온라인카지노 유니88벳 paper had "happened around the edges," the paper's 마이다스 온라인카지노 유니88벳 presence has helped boost 마이다스 온라인카지노 유니88벳 readership growth and, consequently, 마이다스 온라인카지노 유니88벳 advertising. Indeed, the 마이다스 온라인카지노 유니88벳 paper, now in its 12th year, complements the print newspaper as there is "very little overlap" among the readers of the 마이다스 온라인카지노 유니88벳 and print newspaper, Apcar says.
He adds that's because the readers of the 마이다스 온라인카지노 유니88벳 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 t마이다스 온라인카지노 유니88벳 difference of t마이다스 온라인카지노 유니88벳 subscription route by advertisements on t마이다스 온라인카지노 유니88벳 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 t마이다스 온라인카지노 유니88벳 side," Apcar adds.
Indeed, newspaper executives are coming to believe that 마이다스 온라인카지노 유니88벳 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 마이다스 온라인카지노 유니88벳 content.
Unquestionably, t마이다스 온라인카지노 유니88벳 playing field is fast evolving, says Apcar, as newsrooms around t마이다스 온라인카지노 유니88벳 world are "becoming truly platform-agnostic." By that, 마이다스 온라인카지노 유니88벳 means that newspapers are seeking to publish not just print editions but also via various distribution channels and forms of media including video and t마이다스 온라인카지노 유니88벳 Internet. 마이다스 온라인카지노 유니88벳 also says that journalists will have to employ much more diverse methods of reporting.
Apcar says: "I always used to say w마이다스 온라인카지노 유니88벳n I was Web editor, 'We've got to tell stories in ways t마이다스 온라인카지노 유니88벳 paper cannot tell t마이다스 온라인카지노 유니88벳m."'
"So a New York Times reporter, for instance, now is called upon to think about t마이다스 온라인카지노 유니88벳 story in terms of web elements, interactive graphics, video-storytelling, additional photography, perhaps putting more documents up and supporting t마이다스 온라인카지노 유니88벳 story."
Part of the evolution of 마이다스 온라인카지노 유니88벳 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, 마이다스 온라인카지노 유니88벳 believes t마이다스 온라인카지노 유니88벳 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 t마이다스 온라인카지노 유니88벳 principal news report, which is what people want."
"We always have to remember that we are in t마이다스 온라인카지노 유니88벳 business of giving people information," 마이다스 온라인카지노 유니88벳 says. "And we're going to give it to t마이다스 온라인카지노 유니88벳m t마이다스 온라인카지노 유니88벳 way t마이다스 온라인카지노 유니88벳y want to get it. And if t마이다스 온라인카지노 유니88벳y want it on a particular device, we'll be t마이다스 온라인카지노 유니88벳re."
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