Important for newspapers and journalists to talk to readers daily and let personalities grow. Move from institutional to personal brands and communities.
Gazeta doesn't pay writers per piece, but for period of time - they cover the long tail in multiple platforms
In print, tell great stories great. Old fashioned narrative feature series' sell like hell says Piechota,
So far, no one agrees on paywalls. Some reluctant to even use the word #surprisesurprise #ink12
The Boston Globe has two sites, one paywalled, one free, with content from the same newsroom #ink12
Q: what's the most elegant way to charge customers for content.
parrish: metered approach is most elegant. Allows publisher to calibrate meter. Last year they started at 23 stories before hitting paywall. Reactions were different between west and east coasts.
Over a million people signed up to pay for NYT online. But that's a mega brand, very hard for small and medium companies to do the same -@mathewi #ink12
Does size matter? Matt Lindsay: the NYT has 20 page views before meter, which is small percentage of overall content. In smaller papers with less content, fewer people hit the meter. Number needs to be smaller to make an impact
the NYT nailed it, Mark Medici says.
The most interesting thing about paywalls - no one has changed, they have kept the same model they went to market with -Medici #ink12
paul simonetta on what to charge: start with small fee, I.e. 99 cents, then slowly increase it. #ink12
should we abandon print altogether and dive into digital? Parrish from Postmedia: we need to begin to think about our business in terms of multiple platforms. We wring our hands about the death of print media...but the challenge is getting to the cost side. If we can be creative and smart about how we rationalize the print business, we can attack this much more strategically
Print still drives 80% of Postmedia's revenue. #ink12
Medici: pulp is a major competitive advantage as we seek to publish content. You don't had digital companies acquiring presses -- why kill our single most competive advantage?
print revenue supports evolution of digital content. But there are opportunities for online revenue - simonetta #ink12
Parrish: we have to be deeply engaged in social media to capture new readers. WaPo had millions of young people signing up to its Facebook social reader #ink12
social referrers vs. traditional search: if your biz model is to get people to pay for content, social media isn't the way. But ignore it, you lose chance at audience engagement, newsrooms need to find ways to tell stories in social way - Medici
people under 30 experience content differently. your content needs to find them where they are, not the other way around ~ @mathewi
it's not enough to put news out on social networks: tell readers why they should care ~ @mathewi #ink12
Q to Postmedia: why is it taking so long?
Parrish suggests internal politics holds Postmedia innovation back, then says they're waiting for elegant solutions to iPad, smartphone platforms #ink12
Meters can be used to segment audience: 90% of readers read less then 5 articles a month, never hit paywall. But that 10% account for 40-50% of traffic, and would charge for content - Medici
Tablets can reach a specific part of market, but not convinced people who use tablet for info consumption want individual news and mag apps - @mathewi #ink12
And @mathewi on Zinio - "it's terrible." but Flipboard is a great tool for media consumption #ink12
Anyone at #ink12 have an iPhone charger they can lend a forgetful liveblogger for a little bit?
Q from audience: what's the paywall advantage for small markets that don't have competing news sources
Matt Lindsay on small pubs using paywalls: leverage your local content, readers are willing to pay more for local news that affects them #ink12
One thing missing from this discussion about paywalls is the role of quality journalism #ink12
Parrish's optimism in the industry has risen in past 3 months. "we're going to get better by necessity" #ink12