[FoME] New study: How to build revenue by connecting with your audience
Sofie.Jannusch at CAMECO.ORG
Fr Feb 9 14:41:08 CET 2018
Obwohl hier nur US-amerikanische Medien untersucht wurden, zeigt er die
Bandbreite von Finanzierungsmodellen und kann durchaus die Diskussion
auch in anderen Weltregionen bereichern.
Kurze Beschreibung von der Webseite des TOW-Centers:
GUIDE TO AUDIENCE REVENUE AND ENGAGEMENT
By Elizabeth Hansen and Emily Goligoski
This report is intended to aid staff from news organizations and media
entrepreneurs who wish to grow their revenue by deepening interactions
with their audiences. It’s based on hundreds of conversations and
interviews with journalists, managers, and members themselves, including
newsroom fieldwork and observation, as well as focus groups with
supporters of news sites. We use these findings to share strategic and
tactical considerations for building audience revenue programs. We also
share detailed examples of ways that news organizations around the world
are experimenting with new approaches to raising funds and supporting
myriad forms of audience participation.
We differentiate between three models of audience revenue generation:
A donation model encourages audiences to give their time or money to an
institution in support of a common cause or common values. Donation
conveys a charitable relationship.
A subscription model requires audiences to pay money to get access to a
product or service. Subscription conveys a transactional relationship.
A membership model invites audiences to give their time, money,
connections, professional expertise, distribution to their networks,
and/or ideas to support a cause they believe in. Membership in its
“thick” version represents two-way knowledge exchange between
journalists and members. You might think of membership as a more
committed relationship that is robust and active.
Download a PDF of the report here.
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