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Free isn’t working How to monetise your IP

Free isn’t working How to monetise your IP. Richard Foster, Digital Director Future Publishing. Credentials. Digital Director for Future Publishing Future: International special-interest media group 180+ publications, websites and events for people who are passionate about their interests 

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Free isn’t working How to monetise your IP

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  1. Free isn’t workingHow to monetise your IP Richard Foster, Digital Director Future Publishing.

  2. Credentials • Digital Director for Future Publishing • Future: • International special-interest media group • 180+ publications, websites and events for people who are passionate about their interests  • Future holds strong market positions in Games, Film, Music, Technology, Cycling, Automotive and Crafts • 30 million unique users visit Future websites each month

  3. Free isn’t working? • Free isn’t really free • ‘Pay for the pipes and the poetry is free’ • ‘Free’ = Ad-Supported • Ad-Supported isn’t working? • Really?

  4. UK Online Ad Spend • UK Online adspend for the year 2009 was £3,541m, up from £3,349m in 2008 • Pre-roll and Post-roll video advertising grew at over 140% from £11.7m in 2008 to £28.3m in 2009 • Advertiser confidence returning: ad budgets set to rise in 2010

  5. So what’s the problem? • Display advertising a small piece of the pie…and getting smaller • Display ad dollars go to portals and networks • More people online = over supply of ad inventory • Media agencies operate on very thin margins = pressure on ad pricing

  6. Other challenges • Cost of content creation • Some IP more ‘costly’ to create • User consumption patterns have changed • More visits from Search Engines • Internationalisation of Audiences • Automation of online media buying

  7. Paid Content = silver bullet

  8. Freemium • News is ubiquitous and perishable • Substitutionality means it's going to be very, very tough, if not impossible to charge for news • Users want more than just information – they want functionality, premium customisable services/content • Newspapers rely on mass reach - Specialist press / specialist media (in general) relies on engagement.

  9. Freemium models Enhanced subscription: • Leverages existing customer relationship • Ties print and web brands together • Users pay small incremental fee for enhanced content on website • Runners World, Economist using this model

  10. Freemium Members Clubs: • Users pay a premium for ‘Club’ membership • Subscriber content on website • Entry to events/competitions • Access to journalists • Branded products/Merchandise

  11. Freemium Time based charging • Users pay based on the time they spend accessing particular areas of content or to gain access to the site/areas of the site for a fixed period of time - e.g. The Times online day pass Usage based charging (FT/WSJ) • Users are charged based on the volume of content they access – i.e. charge per article, per review or per download (patterns, tutorials, samples etc) – either universally, or with an initial allocation for free.

  12. What’s Future doing? • Lots and lots and lots of experimentation! • Content Curation • Content for PS3 Console • Enhanced subscriptions • Content for Mobile

  13. What’s the Future? • Advertising still primary revenue source • Diversification of revenue streams to lessen reliance on ads • Paid Content • Data • Affiliate/retail relationships

  14. Thanks. Richard Foster, Digital Director, Future Publishing.

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