Nowadays, there are two ways of consuming the information : print newspapers and online newspapers.
These two kinds of newspapers are targeting completely different audiences that consume the same information in two distinct ways.
Since last year, the number of readers on mobile devices is more significant than the number of readers on actual newspapers (47% on newspapers aigainst 53% on web versions by 2017, according to ACPM).
What are the opportunities that the Internet provides to publishers and what do they have to emphasize to please online readers?
A new era?
Nowadays, the majority of readers use mobile devices everyday. Those devices are very important in the life of many users because they entertain them and allow them to work and to move easily.
It seems that the number of readers that buy newspapers from stores is declining. This worldwide crisis of the press has a huge impact on every newspaper, whether it is from a big publisher or not.
Readers need to have instant information, without interruptions.
It is obvious that publishers need to focus on digital subscriptions. However, there are some elements that prevent readers and publishers to have a real interest in newspapers’ websites.
What are these elements?
Readers’ brakes on digital subscriptions
First, we have to take into account the readers who are keen on the user experience of newspaper reading: they probably love the gestures, the reading comfort, au and they love to know that they have bought something tangible at a fair price based on production and delivery costs. Indeed, some readers may think that digital subscriptions’ prices are not justified.
People are more likely to go towards free information sources because there are plenty of them.
Even if French publishers are among the cheapest European publishers, subscription prices are high hen you know that many readers don’t know which publisher they should choose and are just able to pay for one subscription.
If a reader doesn’t want to subscribe, he can pay for just one article on the websites of some publishers. Unfortunately, readers can be hesitant because most of the time, the price per article is between €1,50 and €2 which is the price of a newspaper or one fifth of a monthly subscription in France.
Publishers’ brakes on digital subscriptions
In 2018, every newspaper has started to show its presence on the Internet. However, even if the number of visitors on French newspapers websites is high (more than 40 million visits in May 2018 for Le Monde and Le Figaro, according to ACPM), the number of subscribers is a lot smaller (about 70K subscribers in 2014 for Le Monde). It is probably because of the way French publishers use the Internet: it is necessary to revamp digital journalism.
Indeed, on the Internet the information has to be organized in a different way. Sadly, French publishers don’t have suitable offers for their online readers, even if they have been on the Internet for a long time: they have difficulties finding a business model that would allow them to gain subscribers.
Why so? People aren’t ready to pay to access just one source of information. A subscription to pay among many subscribers or the possibility to pay per article could be more fitting payment methods but they are not really used.
Advantages of newspapers’ digital versions
- The articles can be read everywhere and at any time and the archives of the newspaper are available.
- Other types of content can be added to the articles in order to make them more interesting (videos, pictures, links,…).
- Last bot not least, digital versions would allow publishers to save money because print versions have a significant cost (printing, delivery,…).
As a “millennial”, I tend to search for information directly on my phone or my laptop, on which I spend most of my time. Neither me, nor my relatives are used to buy newspapers from newspaper kiosks.
I don’t read print newspapers frequently but I check the news every single day on the Internet and I am ready to spend some money each month in order to access quality information and well organized articles without “fake news”.
My choice isn’t based on whether or not the information is free, it has to be online and available at a correct price.
Unfortunately, I don’t have many offers adapted to my student status, while it is very common for a lot of online services, from music streaming apps to American national newspapers.
The Internet becomes more and more important everyday: it is because of the increase of mobile devices and personal computers. It is essential for publishers to adapt their offers to new consumer trends. French publishers are late devoting time and allocating more resources to new media.
People are not used to read news on one newspaper anymore, they like to diversify the sources: creating many accounts to pay for articles is annoying.
Poool Pay is the solution to this problem: pay with one account, in just one click!
Originally published by Roxane Zebina