«Guardian»-Chef Alan Rusbridgers Referat vom 25. Januar 2010 ist Pflichtlektüre für alle Verleger, Chefredaktoren und Online-Verantwortlichen (auch wenn Rupert «Dirty Digger» Murdoch zumindest Teile davon offenbar als «BS» [bullshit] bezeichnet hat).
Hier nur ein paar Schnipsel:
«If you universally make people pay for your content it follows that you are no longer open to the rest of the world, except at a cost. That might be the right direction in business terms, while simultaneously reducing access and influence in editorial terms. It removes you from the way people the world over now connect with each other. You cannot control distribution or create scarcity without becoming isolated from this new networked world. [...]
To put it another way, it may be right for the Times of London and New York, but not for everyone. It may be right at some point for everybody in the future, but not yet. There is probably general agreement that we may all want to charge for specialist, highly-targeted, hard-to-replicate content. It's the "universal" bit that is uncertain. [...]
My commercial colleagues at the Guardian – the ones who do think about business models – are very focused on that, want to grow a large audience for our content and for advertisers, and can't presently see the benefits of choking off growth in return for the relatively modest sums we think we would get from universal charging for digital content. Last year we earned £25m from digital advertising – not enough to sustain the legacy print business, but not trivial. My commercial colleagues believe we would earn a fraction of that from any known pay wall model.
They've done lots of modelling around at least six different pay wall proposals and they are currently unpersuaded. They're looked at the argument that free digital content cannibalises print – and they look at the ABC charts showing that our market share of paid-for print sales is growing, not shrinking, despite pushing aggressively ahead on digital. They don't rule anything out. But they don't think it's right for us now. [...]
It is one of the clichés of the new world that most scoops have a life expectancy of about three minutes. A valuable three minutes for the FT or the Wall Street Journal if it's market sensitive information. Most people, with most information, and without subscriptions paid for by their companies, are happy to wait.
If you erect a universal pay wall around your content then it follows you are turning away from a world of openly shared content. Again, there may be sound business reasons for doing this, but editorially it is about the most fundamental statement anyone could make about how newspapers see themselves in relation to the newly-shaped world.
The internet has, of course, has had a dramatic impact on the economics of newspapers. But it has changed almost everything else as well. The whole world is in the middle of a revolution. This may sound an old-fashioned thing to say, because it has been true for at least 10 years. Things are still changing overwhelmingly and fast; in part, because the first digital generation is still growing up.
There's been one change so big and obvious in the last decade that we may not have noticed it: the new media have disappeared. They are just media now: the means through which our world must be experienced. No one under 25 can remember a world without them.»
u.s.w. u.s.f.
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