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http://testkitchen.colorado.edu




The right recipes for
revenue generation

   Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


Online content: tough sell
• Neilsen: 85% believe content now free,
  should stay free
• Forrester: 80% say they would stop using
  newspaper/magazine sites if no longer free
• Neilsen: 52% worldwide, 42% US say they’d
  prefer micropayments over subscriptions

      Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


    What will sell digitally
                      $2.99                $1
• Mobile apps
• Utilities
• Convenience
• Get to KEEP it
• Some unique
  content

        Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


                 Paywalls
• I’m not a fan
• If you must, at least offer OPTIONS
• Why subscription or nothing?
• Include free-access option (for watching ad,
  taking marketing survey, donating to
  charity, etc.)

       Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


      Metered paywalls
• Slightly less bad
• 10 articles/month then paywall ... dumb
• 5 articles/day ... better (frequent exposure
  to marketing offer)
• Referral from search, social network, blog:
  Don’t count on meter (otherwise, it
  discourages blog, SN link sharing)

       Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


                Freemium
• Getting better
• Free now; stays free
• Can charge content or service
  > New high-value
  > Unique content (e-books?)
  > High-value utilities, convenience features

• We know it works
        Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


 Premium memberships
• Much better (freemium variation)
• Free experience is good enough to satisfy
  majority who won’t pay ($ from ads, e-commerce)
• “Club” or “membership” get something
  > Loyalists can support you AND
  > Special privileges (priority e-mail to writers ... Bill
  O’Reilly)
  > Special events (good seats, discounts...)
  > Commercial offers

        Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


    Premium memberships
• Make it
  so good
  that free
  users will
  want to
  buy
• VOLUNTARY
            Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


Voluntary, outside the box




    Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


Voluntary, outside the box




    Steve Outing - steve.outing@colorado.edu
http://testkitchen.colorado.edu


                  Find me
• steve.outing@colorado.edu
• http://testkitchen.colorado.edu
• http://steveouting.com
• http://twitter.com/steveouting

        Steve Outing - steve.outing@colorado.edu

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Steve Outing

  • 1. http://testkitchen.colorado.edu The right recipes for revenue generation Steve Outing - steve.outing@colorado.edu
  • 2. http://testkitchen.colorado.edu Online content: tough sell • Neilsen: 85% believe content now free, should stay free • Forrester: 80% say they would stop using newspaper/magazine sites if no longer free • Neilsen: 52% worldwide, 42% US say they’d prefer micropayments over subscriptions Steve Outing - steve.outing@colorado.edu
  • 3. http://testkitchen.colorado.edu What will sell digitally $2.99 $1 • Mobile apps • Utilities • Convenience • Get to KEEP it • Some unique content Steve Outing - steve.outing@colorado.edu
  • 4. http://testkitchen.colorado.edu Paywalls • I’m not a fan • If you must, at least offer OPTIONS • Why subscription or nothing? • Include free-access option (for watching ad, taking marketing survey, donating to charity, etc.) Steve Outing - steve.outing@colorado.edu
  • 5. http://testkitchen.colorado.edu Metered paywalls • Slightly less bad • 10 articles/month then paywall ... dumb • 5 articles/day ... better (frequent exposure to marketing offer) • Referral from search, social network, blog: Don’t count on meter (otherwise, it discourages blog, SN link sharing) Steve Outing - steve.outing@colorado.edu
  • 6. http://testkitchen.colorado.edu Freemium • Getting better • Free now; stays free • Can charge content or service > New high-value > Unique content (e-books?) > High-value utilities, convenience features • We know it works Steve Outing - steve.outing@colorado.edu
  • 7. http://testkitchen.colorado.edu Premium memberships • Much better (freemium variation) • Free experience is good enough to satisfy majority who won’t pay ($ from ads, e-commerce) • “Club” or “membership” get something > Loyalists can support you AND > Special privileges (priority e-mail to writers ... Bill O’Reilly) > Special events (good seats, discounts...) > Commercial offers Steve Outing - steve.outing@colorado.edu
  • 8. http://testkitchen.colorado.edu Premium memberships • Make it so good that free users will want to buy • VOLUNTARY Steve Outing - steve.outing@colorado.edu
  • 9. http://testkitchen.colorado.edu Voluntary, outside the box Steve Outing - steve.outing@colorado.edu
  • 10. http://testkitchen.colorado.edu Voluntary, outside the box Steve Outing - steve.outing@colorado.edu
  • 11. http://testkitchen.colorado.edu Find me • steve.outing@colorado.edu • http://testkitchen.colorado.edu • http://steveouting.com • http://twitter.com/steveouting Steve Outing - steve.outing@colorado.edu