from bitcoins to bitnews: towards the one-cent article
TRANSCRIPT
![Page 1: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/1.jpg)
PAID DIGITAL CONTENT: a brief history & a bright future
Kelly Leach 11 June 2015
![Page 2: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/2.jpg)
2015 Expanded into Latin America
and Africa
Introduces Metered “Solo” &
“Lite” solutions
Launches Piano National
in Slovakia
Launches Piano National
in Poland
Launches Newsweek Magazine
Acquires Press+
Launches NOZ, 1st
German client
2010 Piano Media
founded
Introduces Secure
Authentication Gateway
Creates Magazine
Entitlements
A brief history of Piano Media…
![Page 3: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/3.jpg)
Selected Brands:
Piano powers digital content e-commerce
600+ websites n 70+ publishing companies
![Page 4: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/4.jpg)
Metered paywall seeks to convert most active users to subscribers
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ 11+ 12+ 13+ 14+ 15+ 16+ 17+ 18+ 19+ 20+
Shar
e of
use
rs
Content Consumption
Desktop
Piano DACH Benchmark Desktop
Metered paywall solution targets the most active users
Number of full article pages read monthly
![Page 5: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/5.jpg)
Multiple paid models will thrive in the digital world
Multi-title subscription access
Subscription to Individual title
Micropayments
Day Pass, Micropayments
Heavy users
Light users
Publisher Owned Platforms
Off-Platform (& Multi-Title?)
![Page 6: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/6.jpg)
Engagement is key ingredient in subscription growth
Increase readership
Improve conversion rates
Optimize pricing levels
Keep the subscribers engaged
& Upsell
Boost subscriber growth
via promotions
Key Drivers of Digital Subscription Revenue
![Page 7: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/7.jpg)
Working all the growth levers can drive significant results
SITUATION & ACTIONS • In early 2014 Gazeta Wyborcza
committed to significantly increase its digital subscriber count
• Use a variety of tactics to improve across multiple areas of the purchase funnel
• Leveraged group and other off-line sales to drive significant growth
RESULTS • Achieve 4x’s growth to 55,000
digital subscribers in less than one year
Lessons Learned
![Page 8: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/8.jpg)
Paywall data can inform product investment
INSIGHT • Canada’s Global and Mail found
that 70% of their subscriber conversion happen when someone hits the paywall on a financial story
ACTION • Investing in expanded business
and financial content
• Launched premium product, Globe Investor Gold, which sells for $20 per month and has 10,000 subscribers
Lessons Learned
![Page 9: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/9.jpg)
Third-party content can enhance a paid subscription product
INSIGHT • Týždeň is a Slovak newsweekly
magazine and website
• An independent documentary film posted behind the paywall drove significant incremental subscriptions
ACTION • Added a section of independent
documentary films benefitting acquisition and retention efforts
Lessons Learned
![Page 10: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/10.jpg)
Ultimately, what does the future hold……
Consumer Revenue from Digital Content
Consumer Revenue from Print Content
• It is “early days” for consumers paying for digital content
• Digital products heavily optimized to advertising revenue stream -- need to recalibrate
• Publishers should seek to better understand their audience and act on that information
• Eventually…
≥
![Page 11: From Bitcoins to Bitnews: Towards the One-Cent Article](https://reader033.vdocuments.mx/reader033/viewer/2022042717/55d0818ebb61ebcb7d8b458d/html5/thumbnails/11.jpg)
CONTACT US EMEA: +421 233 046 928 North / South America: +1 212 332 6405 DACH: +43 603 269 782 MENA / Africa: +421 233 046 928 [email protected]
THANK YOU