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Free isn’t working How to monetise your IP

Learn from Richard Foster, Digital Director at Future Publishing, about the challenges of relying on free content, the rise of paid content models, and how to monetize your IP effectively in today's digital landscape. Explore various monetization strategies, from enhanced subscriptions to freemium models, and discover ways to diversify revenue streams beyond traditional advertising. Get valuable insights from a digital expert with a track record of success in the media industry.

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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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