Vaparidzi: Paywalls Inoda Kufa. Pane Imwe Nzira Iri Nani Yekuita Mari

Jeeng Content Publisher Monetization vs Paywall

Paywalls yave yakajairika mukutsikiswa kwedhijitari, asi haishande uye inogadzira chipingamupinyi kumuchina wemahara. Panzvimbo iyoyo, vaparidzi vanofanirwa kushandisa kushambadza kuita mari zviteshi zvitsva uye kupa vatengi izvo zvavanoshuvira mahara.

Kare muma90s, apo vaparidzi pavakatanga kufambisa zvinyorwa zvavo pamhepo, pakabuda nzira dzakasiyana siyana: chete misoro mikuru yevamwe, edition yakazara yevamwe. Pavakavaka huvepo hwewebhu, imwe mhando nyowani yedhijitari-chete kana yedhijitari-yekutanga zvinyorwa zvakamuka, zvichimanikidza munhu wese kuti apinde padigital kuti akwikwidze. Ikozvino, kunyangwe kune vane simba veindastiri, editions ekudhinda aita kanenge kechipiri fiddle kune yavo yakazara-scale digital kuvapo.

Asi kunyangwe kudhindwa kwedhijitari kwakashanduka mumakore makumi matatu apfuura, chinhu chimwe chinoramba chiri dambudziko rinoshungurudza — kuita mari. Vaparidzi vakaedza nzira dzakasiyana-siyana, asi imwe yakaratidza nguva dzose kuti haibatsiri pasi rose: paywalls.

Nhasi, vaparidzi vanosimbirira kubhadharisa zvemukati havanyatsonzwisisa kuti kushandiswa kwenhau kwakachinja sei pasirese. Ikozvino, nezvakawanda sarudzo, kusanganisira yekufambisa vhidhiyo iyo vamwe vanoona ichinyanya kumanikidza, iyo yese midhiya modhi yachinja. Vanhu vazhinji vanowana midhiya yavo kubva kwakasiyana siyana, asi vanongobhadhara imwe kana maviri. Uye kana usiri pamusoro pechinyorwa, haubhadharwe. Haisi nyaya yekuti zvemukati zvakakodzera here kana kuti zvinonakidza kana zvine basa. Icho chikamu chedambudziko rechikwama. Kungofamba-famba hakuna kukwana.

Muchokwadi, data inosimbisa kuti vanhu havadi kubhadhara zvemukati.

Kuwedzera makumi manomwe neshanu muzana eGen Z uye Millennials vatotaura ivo usabhadhara zvedhijitari—vanoiwana kubva kunzvimbo dzakasununguka kana kusatoiwana zvachose. Kana iwe uri muparidzi ane paywall, inofanira kunge iri nhau dzinotyisa.  

2021 Digital Publishing Consumer Survey

Muchokwadi, munhu anogona kupokana kuti paywalls imhinganidzo chaiyo kune rusununguko rwekutsikisa isu tese tinokoshesa zvakanyanya munyika ino. Nekumanikidza vatengi kubhadhara zvemukati, inorambidza avo vasingakwanise kana kusabhadhara kubva pakuwana nhau neruzivo. Uye izvi zvinokanganisa zvakashata iyo yose media kukosha cheni-vaparidzi, vatori venhau, vashambadzi uye veruzhinji.

Ko kana, mukushanduka kwedu kwedhijitari, taisafanirwa kuuya nechimwe chinhu chitsva, senge paywall, mushure mezvose? Ko kana zviteshi zvedu zvenhau zveTV zvaive nazvo nguva yese iyi? Ingo mhanyisa mamwe ads kutsigira kusikwa uye kugovera zvemukati.

Unogona kufunga kuti zvinonzwika zviri nyore. Kuti haugone kutsigira chinyorwa chedhijitari nekungobhena kana kushambadza kwenzvimbo online. Iyo yemagariro uye kutsvaga kuri kuyamwa yakawanda iripo ad kushandisa, hapana inokwana yasara kune vakazvimiririra vaparidzi.

Saka, ndeipi imwe nzira iri nani? Kuita mari nzira dzekubatanidzwa iwe control, senge email, push notices uye mamwe maitiro ekutumira mameseji. Nekupa email isingabhadharwe uye kunyoreswa, uye kuita mari kune avo vane kushambadzira kwemhando mukati, vaparidzi vanogona kuchengeta vateereri vavo vachibatikana vachityaira mari itsva.

Nhau dzakanaka ndeye data inoratidza vatengi vakavhurika kune iyi mhando yekuita mari.

Vanoda kusvika vatatu kubva pavana vanoti vangada kuona ads uye kuwana zvirimo mahara. Uye kune vaparidzi vane hanya nevanyoreri vavo vachagumburwa nekushambadzira muemail kana kusunda, data rinoratidza zvakapesana: vangangoita 3/4 vanoti havanetseke zvachose kana kusatomboona kushambadza.

2021 Digital Publishing Consumer Survey

Kunyangwe zvirinani, ruzhinji rwevatengi vedhijitari vanoti vanobatana nekushambadzira pamawebhusaiti evaparidzi. Vamwe makumi matanhatu neshanu muzana veGen Z uye makumi manomwe neshanu muzana eMireniyamu vanoti vachadzvanya kushambadzo mumatsamba eemail kana vachivimba neanotumira, uye 65% yeGen Z uye 75% yeMireniyamu yakavhurirwa kushambadzira mukusundi zviziviso - chero bedzi dzakagadzirirwa munhu.

Kune vaparidzi vari kutsvaga kuwedzera mari yavo uye kukura mari, kuvaka 1: 1 hukama uye kuendesa zvemukati zvemunhu pamusoro pematanho avanotonga iri nani mari - uye inoshanda zvakanyanya - kupfuura paywall.

Vatengi vanoda kugamuchira zvirimo. Uye ivo vakagadzirira kubhadhara mutengo nenzira yekuona ads kuti vazviwane mahara. Nekuita hurongwa hwakasimba hwekuita mari uchishandisa masvikiro setsamba dzeemail uye kusunda zviziviso, unogona kuvapa zvavanoda pasina zvipingamupinyi zvisina basa kuti vapinde munzira.

Dhawunirodha iyo 2021 Digital Publishing Consumer Survey