More Newspapers Sending Readers Elsewhere Via Registrations
from the where-do-you-look-for-news? dept
These days, the online consumer has an awful lot of choices for online news. Assuming that your newspapers' site is so special that people will want to cough up all sorts of personal info in exchange for access is an increasingly risky bet - but more and more sites are taking it, believing (incorrectly) that by doing this they'll get better info for their advertisers. This is wrong, of course. First off, by putting up any barrier, they're scaring off a good number of potential readers who have plenty of other places they can go to get similar stories. As for the "more accurate data" they can use to pitch advertisers - most are finding that much of the registered data they get is dirty data, since users don't want to give up personal info just to read the news. So, they have a smaller audience and less accurate data on that audience. This doesn't seem likely to bring in any more money. In fact, it seems like a recipe for bringing fewer advertising dollars. Why are so many more sites rushing to do this?