(My last meeting ran late and I missed the first speaker. I'm bummed... -j.)
Barry Parr, JupiterResearch
Portals, cable TV sites rival traditional national news media. Mostly young people. (duh)
Locally, traditional media are still dominant
Most publishers have no alternative to ads
- Subs work for WSJ, Variety, Playboy
- Ecommerce may work for specialist pubs
- Even requiring registration is a problem
- Subscriber-only access may an alternative for some magazines...but there are a host of free competitors
- You need huge traffic volume
- Building traffic is a challenge - requires more than on-air promotion
- You don't own (most of) the content
- Sales culture - where are the ads?
- Public broadcasting is poorly positioned for pay-for-performance advertising
- Your members love you
- Your nonmember audience loves you
- Low penetration of membership among actual broadcast audience
- Most site visitors are potential members
- Limit services to members only...
- ...and ask for the order
- Stay away from advertising, stick with sponsorship and membership
- Startup content companies will arise and compete with radio. For example, who's the biggest cult of personality in radio/podcasting today? Ricky Gervais, and he came through a meeting that didn't exist a year ago and now he's being distributed through Audible.com.
- Shouldn't public radio stations embrace consumer-generated media and aggregating it? Community will be the driver in helping to monetize.
- Rise of the quasi-commercial companies, which let consumers do what they want with their content. (e.g. YouTube.com)