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Asociación Técnica de Diarios Latinoamericanos
Boletín Semanal octubre 27, 2019

Como Axel Springer Bild usa video para manejar suscripciones

Video is emerging as a top subscription driver for Bild.

The tabloid from German media giant Axel Springer is spending more to create video content after finding that eight out of the top 10 highest-converting articles are either video documentaries or contain video of some form. Bild has a premium tier of content that paying subscribers get access to, Bild Plus. This year, it’s been selecting more videos to put behind its paywall — shorter, popular videos as well as longer documentaries and recurring series — in order to drive more subscribers to Bild Plus.

Bild’s core video output is general news video clippings around the one-minute mark, which are open access to all. A few shorter videos, like this of former tennis champion Boris Becker talking about his debts, and this about the shooting in the synagogue in Halle, Germany, last week, are part of its premium paid-for tier, Bild Plus. Most of Bild’s longer documentaries, like this four-part series about Instagram influencer Ina Aogo and her marriage to football player Dennis Aogo, are part of Bild Plus.

Bild Plus launched in 2013 and has more than 400,000 subscribers paying up to €13 ($14.30) a month. Video on Bild is a mix between content produced by Bild journalists and videos that are licensed from production companies.

“We’re taking from this a lot of learnings. We’re testing with the length, what kind of content works, and creating more series,” said Tobias Henning, gm, premium content at Bild and Welt.

Welt, the publisher’s broadsheet title, has far fewer videos on-site, but it is starting to explore the type of content that would encourage that audience to convert. Combined, the two titles have over 500,000 digital subscribers.

Crime videos tend to perform well with the audience and convert people to subscribe. For instance, “Clans of Berlin,” an episodic series about organized crime in Germany, has about to release its second series. Episodes are around 15 minutes long and feature videos on drug trafficking, extortion and robbery. On YouTube, the stream of all “Clans of Berlin” episodes stitched together has had 36,000 views.

Other publishers have taken a similar direction. Verdens Gang, the Schibsted-owned Norwegian tabloid, added 20,000 subscribers in a year by buying documentaries and putting them behind its paywall. This is also a way to entice younger readers, a priority for every news publisher with an aging print readership.

The Digiday Video Briefing

An exclusive, inside look at what’s actually happening in the video industry, including original reporting, analysis of important stories and interviews with interesting executives and other newsmakers.

“If anything, the news industry is marginally retreating, or at least not expansively investing, in video formats,” said Douglas McCabe, CEO of Ender Analysis. “Many publishers are exploring audio and podcasts as part of their experience, and increasingly as a means to trigger registrations, memberships and subscriptions.”

Elsewhere, The Economist is broadcasting a weekly YouTube series to explore how it can drive viewers to subscribe as part of its fund from Google’s Digital News Initiative. As part of the show, it signposts for interested readers to find out more about a topic on The Economist’s site, for instance. It’s also drawing on YouTube’s features like end cards prompting people to subscribe, as well as cultivating more of a community in the YouTube comments. Quartz is also offering high-end video interviews of business leaders, like Microsoft’s Bill Gates, exclusively for its members as a way to convert more subscribers.

Bild Plus claims to rank fifth worldwide among paid-for journalism and to have the largest number of paying subscribers outside the English-speaking territories. According to Henning, there are few German-language tabloid competitors, which has helped contribute to this success.

Como comprometerse con los consumidores de noticias a traves de mensajes de apps

The rise of dark social sharing poses both threats and opportunities to news organisations - here is how to make the most of it

André van Loon is senior research and insight director at We Are Social, the socially-led creative agency.

Users of The Daily Telegraph’s WhatsApp audio briefings are 12 times more likely to convert to paid subscribers than an average homepage reader, according to the briefings’ editor Danny Boyle.

Boyle told Journalism.co.uk that "thousands" of users have signed up to the WhatsApp group. As part of the audio briefings, users are provided with links to articles, giving Boyle’s team insight into click-throughs to site and conversion into paid subscribers.

"People will subscribe via the homepage or seeing something on Twitter but this is another way of reaching people where and when they want it," he said.

The development is part of wider digital trends. Private messaging apps are on the rise generally, with WhatsApp and Facebook Messenger the third and fourth most actively used social platform of any kind, as noted in We Are Social and Hootsuite’s Global Digital Report Q3 2019.

In terms of news consumption, Facebook has fallen as the primary platform in many countries, with WhatsApp news usage doubling to 16 per cent in four years.

The use of messaging apps as an additional distribution channel has been trialled by various news organisations, including the BBC, The Economist, The Wall Street Journal, HuffPost, Financial Times and The Washington Post. Typically, this involves a traditional broadcast method of ‘push’ messages, providing short news updates and links to further content.

Generally, the ability to interact with journalists through the news messaging apps is rare; of course, this could easily turn into a time-intensive task for publishers to undertake. Some, like The Daily Telegraph’s Brexit WhatsApp group, regularly run surveys, using the results to inform news articles. And during the 2017 German elections, The Washington Post’s Rick Noack responded to users on WhatsApp.

More innovative aspects have included the use of emojis to diversify the tone of serious news content and giving users journalism-themed stickers to share content, as in The Washington Post’s Viber service.

The rise of private messaging apps and dark social sharing poses both threats and opportunities to publishers and news organisations. The shift from people giving their opinions and reactions to news content on open platforms like Twitter, for fear of giving offence, into private message spaces means that analysing audience opinions has become much harder.

Nonetheless, set up in the right way with messaging share buttons and trackable links, news content shared through dark social can be quantified: certain types of content proving more shareable than others can be optimised, and future content produced according to the same style, tone, theme or length.

You will not see what dark social sharers are discussing about your content in their own WhatsApp and other private groups, but you can see what exact content is most - or least - shared.

Also, user opinion about messaging app content can be sought through the use of simple polls within that content. The distribution channel can then be tailored to what its users say they like most, or would like to have more of. The results of those polls can be published within the messaging group, to keep users informed and engaged.

Above all, setting up private message groups for news consumers to engage in means publishers can regain some control over gaining paying customers. Regular group users, for example, can be offered subscription offers.

And, as The Daily Telegraph’s WhatsApp audio briefings shows, giving users the kind of content they like, within the private messaging spaces they naturally inhabit as part of their daily lives, can lead to an impressive conversion from users to subscribers.

Looking to drive deep change in your newsroom? Learn how at Newsrewired on 27 November at Reuters, London. Head to newsrewired.com for the full agenda and tickets

Financial Times ofrece consultoria relacionada con su exitoso paywall

Financial Times launches consultancy offering access to minds behind its paywall success

Business broadsheet The Financial Times is offering up its inhouse experts to business inspired by its modern media evolution.

It will leverage its vast reader databanks and inhouse expertise to add another revenue driver to its stable, a consulting firm called FT Strategies.

The Nikkei-owned company has plans to diversify its revenue with the launch of a business consultancy featuring its data scientists and business insights. It offers access to the minds behinds the title’s healthy subscriber growth to brands and businesses who hope to replicate the success.

FT chief data officer Tom Betts­­­­ will lead the boutique consultancy by helping businesses democratize data across multiple departments, similarly to how news brands have to open up data across marketing, sales, editorial, social and more.

Betts said: “Since 1999, we’ve been transforming the Financial Times from a print publication financed by advertising, to a subscriber-first digital news service. Data sits at the heart of this transformation, enabling us to act on meaningful insights about our audience. This was pivotal to reaching one million paid-for readers earlier this year.’

“Through FT Strategies, we’ll apply these learnings to help other organisations build long-term and valuable relationships +with their customers and stay ahead of disruption in their markets.”

Launch clients include Bonnier, The Business of Fashion, Penguin Random House, and the V&A.

Hannah Telfer, managing director for audiences and audio at Penguin Random House UK, added: “Our ambition is for Penguin.co.uk to become the number one online destination for book discovery for readers. We are working with the FT Strategies team to learn from their experience and expertise to establish an outcome-driven model that will allow us to test, learn and scale to help us achieve that goal. As an editorially-led business that has embraced digital, we have found FT Strategies to be a highly credible partner bringing affinity, ambition and expertise.”

Earlier this year, the title announced that it had reached a record one million subscribers, three quarters of whom were accessing digitally.

La nueva aplicación de TV de The Washington Post esta relacionada con la lectura no con la mirada

Based on a suggestion from Jeff Bezos, the newspaper’s latest TV app is all about text—a surprisingly rare experience that actually works.

When Amazon CEO Jeff Bezos asked the Washington Post’s product team several months ago to consider what a news reading app might look like on televisions, it wasn’t exactly a mandate.

It was, however, an intriguing idea, even if it came from the big boss. (Bezos personally acquired the Post for $250 million in 2013.) The Post ran with it, and has now come out with a new app for Amazon Fire TV and Apple TV that leans into the Post’s print roots.

“It was more like the spark that sort of got us imagining what we could do in this growing space,” Kat Downs Mulder, the Post’s VP of product and design, says of Bezos’s involvement.

[Screenshot: Washington Post]Instead of emphasizing video, the new app is all about reading on your television. Scroll left or right, and you can cycle through a carousel of headlines with images, chosen by human editors. Select any one, and you can scroll through the article text with your remote. The app also offers adjustable fonts, text sizes, and color schemes so you can read more comfortably on the big screen. Mulder says that as streaming devices become more popular and more sophisticated, there’s room to use them as news readers.

“Reading is really core to the Washington Post experience in many ways, and we wanted to try having that reading experience front and center,” she says.

PIVOTING AWAY FROM VIDEO

After taking up Bezos’s idea, Mulder and her team started researching and found, perhaps unsurprisingly, that not many apps exist for reading on televisions, let alone ones that really thought through what the experience should be like. (On Apple TV, for instance, I could only find a couple of unappealing RSS readers.)

Without much in the way of existing inspirations to draw on, the Post turned to focus testing, working with SAP’s Qualtrics subsidiary to figure out what TV users wanted. That research helped the team figure out that it needed adjustable color schemes and fonts, similar to how reading apps work on mobile devices.

[Screenshot: Washington Post]“[Users] needed those fine-grained controls in order to make it comfortable for them to read on a TV, which is something people aren’t really used to doing at all,” Mulder says.

Unlike the Washington Post website and mobile apps, the Fire TV app doesn’t have a paywall. Instead, it has a sponsorship deal with SAP. Mulder says that a fuller monetization picture will come into view over time.

“We’re always thinking about growing subscriptions over the long term, but our first goal with this product is to build loyalty, to build habits, and to focus on a really great user experience,” she says.

A PLACE FOR FOCUS

While the Washington Post News Reader app is available on both Amazon’s Fire TV and Apple TV, it really shines on the latter. Using the touchpad on Apple’s Siri remote, you can swipe left or right through a carousel of stories, then click on any of them to start reading. Because the article text tracks along with your thumb as you scroll on the touchpad, it doesn’t feel too far removed from reading on a phone or tablet. (On Fire TV, you have to click the remote’s directional pad repeatedly to scroll in small increments, which is more laborious.)

Although you might expect bite-sized stories in an app like this, the Post’s curators haven’t shied from long reads. Among the current assortment of pieces is a 2,000-word profile of investigative reporter Ronan Farrow and a 1,700-word exploration of whether ethnic food aisles are racist. When video does appear, it’s often in a supporting role as you scroll through a print story.

Unusual as it is, there’s something alluring about reading the news this way. Unlike on a phone or computer, where you’re constantly bombarded by notifications and other distractions, the TV can be a place of focus. And while a news reader app on your phone might offer endless story possibilities, the constraints of TV navigation keep the app from trying to do too much. The experience of scrolling through headlines until something strikes your interest is almost newspaper-like.

Already, the Post has found that people are using the app in unexpected ways. Some users read the news together with their families, and some use the app as a change of pace after spending a few hours watching football.

For now, the Post’s app remains an outlier. But Mulder is hoping the idea of reading on your TV catches on.

“I do believe that having a huge screen in your living room, it can do more than play movies and shows,” she says.

Medida a tener en cuenta para lograr éxito con las suscripciones digitales

Según una investigación realizada por Deloitte Global, se prevé que las suscripciones a medios digitales continúen con un fuerte crecimiento del 20 por ciento año tras año, con suscripciones de noticias digitales llegando a veinte millones de usuarios.

Además, se espera que los consumidores pasen de un promedio de dos suscripciones digitales en 2018 a cuatro para fines de 2020. Para este crecimiento ha habido una serie de factores facilitadores , que incluyen el tamaño y la resolución de la pantalla del teléfono, procesos de registro más sencillos, y mejoras generales en las velocidades de banda ancha. Para los medios de noticias, existe un nuevo impulso promovido por los desafíos a los modelos de ingresos publicitarios, debido a preocupaciones de privacidad, bloqueadores de seguimiento y software de bloqueo de anuncios.

Los puntos de referencia confiables para el aumento de las suscripciones digitales son fundamentales, ya que los editores buscan mapear un viaje óptimo de los visitantes para adquirir una suscripción digital.

La consultoría FTI y la Asociación de Medios Locales se asociaron con Google News Initiative (GNI) para analizar los factores críticos, en orden de desarrollar un modelo de suscripción digital sostenible para 10 organizaciones de noticias en los Estados Unidos y Canadá. Durante nueve meses, trabajaron con distintos medios para realizar experimentos de optimización y desarrollar hojas de ruta para el éxito. Los participantes incluyeron una combinación de medios privados, y comunitarios e independientes, como The Baltimore Sun, Houston Chronicle, Toronto Star e Idaho Press. El resultado final fue el Informe de Benchmarks de Publicación Crítica del Laboratorio de Suscripciones de GNI.

A continuación, compartimos los puntos más destacados:

1) Metas de Frecuencia de Visitas

– Meta de visitas por visitante único: +2

El tráfico de visitas se ha determinado como el factor más crítico para impulsar la «adherencia», según una investigación realizada por la Northwestern Local News Initiative. Aumentar el número de visitantes por visitante único aumenta la probabilidad de suscribirse.

– Meta de porcentaje de visitantes únicos que se conocen: +5%

El aumento del número de visitantes conocidos mediante registro o suscripción amplifica la frecuencia de visitas y la conversión.

2) Meta de engagement del suscriptor

Objetivo de activación digital de suscriptores de impresión: +75%

Impulsar a los suscriptores de las versiones impresas para crear cuentas digitales vinculadas a su suscripción de impresión. Este es un primer paso crítico para llevarlos a una opción de solo digital o digital + más impresión el domingo. El segundo paso es convertir a los suscriptores impresos comprometidos en visitantes digitales recurrentes.

3) Metas de conversión

– Meta del índice de cancelación del medidor (MSR): 5% -7%

Es importante presentar la oferta de suscripción al número óptimo de lectores recurrentes. Muchos editores de noticias han establecido la tasa de cancelación demasiado alta, perdiendo oportunidades para  convertir a sus lectores más activos.

– Meta de tasa de conversión de cancelación paga (PSCR): .5% +

Es crítico monitorear la efectividad de la página de conversión una vez que los visitantes llegan al muro de pago. Las pruebas A / B y multivariadas de diseño y texto, las pruebas de oferta y un proceso de pago y pago sin fricción, deben aprovecharse para maximizar la tasa de conversión de la página de suscripción.

4) Objetivos del boletín electrónico

– Boletines electrónicos únicos por meta de visitante único: 10%

Esta métrica mide la efectividad en la captura de correos electrónicos. Para alcanzar objetivos para usuarios conocidos y, en última instancia, completar los enfoques para impulsar las conversiones de suscripción, una base de datos de correo electrónico y ofertas sólidas son un enfoque exitoso.

– Tasa de apertura única del newsletter y objetivo de CTR: Aperturas 40%, Clics 10%

Los boletines que no se abren ni en los que se hace clic, no conducen a los lectores hacia una conversión de suscripción paga. El monitoreo de los objetivos de efectividad del boletín son importantes tanto para las conversiones secundarias como para la retención de suscriptores existentes.

5) Metas financieras

– Meta de rentabilidad promedio por usuario (ARPU): +$ 10- $15

La métrica ARPU ayuda a los editores a comprender los ingresos generados por los suscriptores, y es importante para establecer estrategias para el descuento, y equilibrar los precios premium frente a los objetivos de crecimiento de los suscriptores digitales.

– Meta de ingresos digitales por visitante único (anuncio + consumidor): dependiente del mercado

Esta métrica ayuda a los editores a comprender los resultados generales de monetización y el valor relativo entre los ingresos publicitarios y las suscripciones. Una métrica clave al considerar cambios de productos u ofrecer opciones ad-lite.

6) Metas de la experiencia de usuario (UX)

– Meta de velocidad de página escritorio/móvil: escritorio +50, móvil +25

Esta métrica se basa en la  herramienta de Google Pagespeed Insights Tool, y es un factor crítico de UX que afecta a múltiples resultados. La velocidad de carga de la página afecta la visibilidad de los anuncios, las visitas más profundas al sitio, la satisfacción del visitante y las tasas de rebote. La velocidad de la página también es un factor crítico en las clasificaciones de los motores de búsqueda, ya que aumenta la exposición para que el contenido del medio llegue a más visitantes.

El informe se cierra con un énfasis en la importancia de comprender los KPI clave que miden la monetización, las conversiones de embudo y la  retención de suscriptores. Los autores señalan que el proceso de evaluación comparativa en sí condujo al crecimiento de todos los participantes, independientemente de su nivel de madurez al inicio.