Media News Trying To Make Its Website Both More And Less Valuable At The Same Time
from the good-luck-with-that dept
Romenesko is running an interesting memo from newspaper publisher Media News on its plans to adapt to the internet era (a bit late for that, right?). There are some interesting suggestions in there, but what struck me is how Media News is trying to make its online property both more valuable on the one hand, and less valuable on the other. It talks about taking away content from the online site and forcing people to buy newspapers:
We will begin to move away from putting all of our newspaper content online for free. Instead, we will explore a variety of premium offerings that apply real value to our print content. We are not trying to invent new premium products, but instead tell our existing print readers that what they are buying has real value, and to our online audience (who don?t buy the print edition), that if you want access to all online content, you are going to have to register, and/or pay.
Note the problem? It’s in that third sentence, where Media News claims it’s going to tell users that print newspapers have value. Commerce doesn’t work that way. You don’t tell your customers what has value, they tell you. All you can do is focus on providing more value. So, this first step seems to be a mistake. It’s taking away value from the online property in an effort to try to convince people that the paper has more value, rather than actually increasing the value of the product.
Separately, however, the organization is looking to provide more tools and value online — recognizing that their online site is not just “the newspaper on the web,” but that it allows totally new things to occur — including more detailed local information and community-enabling tools. That’s good… but considering the talk of locking up other content, it makes you wonder how far Media News will actually go. It sounds like they’re trying to do two contradicting things at once — which seems likely to make sure the more important one (providing more value) fails.