Apresentação sobre a introdução do paywall nos jornais brasileiros, durante o Digital Media LatinoAmerica 2013, em Bogotá, na Colombia, com a descrição dos casos de Folha de S.Paulo, O Globo, Gazeta do Povo e RBS.

1. ENTERING PAID CONTENT 2.0
ENTERING PAID CONTENT 2.0
BRAZILIAN NEWSPAPER’S CASE
DIGITAL MEDIA LATINOAMÉRICA
Ana Busch
Brazilian National Newspaper Association
Committee of Digital Strategies - Director

2. ENTERING PAID CONTENT 2.0
DIGITAL MEDIA LATINOAMÉRICA

3. ENTERING PAID CONTENT 2.0
The big issues
ADVERTISING REVENUE
 What will be the real impact on audience?
 Will be the advertising results be impacted?
CONSUMERS
 Will the consumer be willing to pay?
CIRCULATION
 Is there an opportunity to generate a new stream of revenue,
without risking the ad revenues?
DIGITAL MEDIA LATINOAMÉRICA

4. ENTERING PAID CONTENT 2.0
FOLHA DE S.PAULO
DIGITAL MEDIA LATINOAMÉRICA

5. ENTERING PAID CONTENT 2.0
The path towards paywall
April 2010 April 2011 August 2011
Unification of online and
print newsrooms
Content standardization
Brand strengthening
Unification of technology
teams: internet and
corporate
Investment in developing
own publication and
management systems
Business control from the
technology point of view
DIGITAL MEDIA LATINOAMÉRICA
Beginning of
development app in
HTML5
United mobile
development
Multiple devices
editing facilities

6. ENTERING PAID CONTENT 2.0
September 2011 December 2011 January 2012
Development of a
billing system
Premises
parameterized content
Full management
control
Debut of app for
HTML5
Audience growth
DIGITAL MEDIA LATINOAMÉRICA
Debut of metered model
in mobile devices
Internet usage simulation
Studies on the user’s
reading habits
Deployment

7. ENTERING PAID CONTENT 2.0
DIGITAL MEDIA LATINOAMÉRICA
June 2012
Debut of metered
model in the site
Change in the site
visual identity
Beginning of publication
in Folha’s content site

8. ENTERING PAID CONTENT 2.0
Rules
 Print subscribers can access full online content
 Every reader is allowed to reading 10 full stories every month
 Filling a simple form allows all readers to read 10 more stories
completing 20 stories per month
 From the 21th story on, readers must sign up to a digital
subscription
 Only subscribers are allowed to comment published news
 Registered readers are allowed to comment up to 20 stories a day
 Rules do not apply for PDF version of print content, restricted for
print subscribers
DIGITAL MEDIA LATINOAMÉRICA

9. ENTERING PAID CONTENT 2.0
What is under the paywall
 All published texts, videos and photos
 All articles accessed through links in Facebook, Google and other
search engines
Free access content
 Homepage and sections homepages
 Live news access
 Content produced by readers. Letters, for instance
 Cultural and leisure guides
DIGITAL MEDIA LATINOAMÉRICA

10. ENTERING PAID CONTENT 2.0
Results after paid content launch
Growth in site audience, both in page views and unique visitors with the
widening of content offer.
AUDIENCE GROWTH
RESULTS AFTER PAID CONTENT LAUNCH
Daily PVs Daily UVs
DIGITAL MEDIA LATINOAMÉRICA

11. ENTERING PAID CONTENT 2.0
Digital subscriptions trippled
Average new daily digital subscritpions
DIGITAL MEDIA LATINOAMÉRICA

12. ENTERING PAID CONTENT 2.0
Newspaper circulation
Print newspaper circulation
remained unchanged
after the paywall
DIGITAL MEDIA LATINOAMÉRICA

13. ENTERING PAID CONTENT 2.0
Advertisement revenue
A preserved audience kept
advertisement revenues
growth rhythm
DIGITAL MEDIA LATINOAMÉRICA

14. ENTERING PAID CONTENT 2.0
 Development of a
new culture in
producing,
distributing and
consuming news
DIGITAL MEDIA LATINOAMÉRICA
 Compilation of
new data about
reading news
among Internet
users
Post paywall scenario

15. ENTERING PAID CONTENT 2.0
OTHER BRAZILIAN
NEWSPAPERS WITH PAYWALL
DIGITAL MEDIA LATINOAMÉRICA

16. ENTERING PAID CONTENT 2.0
DIGITAL MEDIA LATINOAMÉRICA

17. ENTERING PAID CONTENT 2.0
Rules
Subscribers to the printed version can access the site and a number of related
products, such as digital archives and apps for tablets and smartphones.
 Any reader can read up to 20 texts monthly
 Filling a simple form allows all readers to read 10 more stories completing
20 stories per month
 From the 31st article on, readers must sign up to a digital subscription
 All items accessed from links in Facebook, Google and other search
engines count towards the limit
DIGITAL MEDIA LATINOAMÉRICA

18. ENTERING PAID CONTENT 2.0
Globo started to charge for its content last September
FIRST RESULTS AFTER ONE MONTH IMPLEMENTING
Audience maintained growth rate prior to charging
Advertising revenues remained within targets
Sales of digital subscriptions showed good initial results
DIGITAL MEDIA LATINOAMÉRICA

19. ENTERING PAID CONTENT 2.0
DIGITAL MEDIA LATINOAMÉRICA

20. ENTERING PAID CONTENT 2.0
Rules
 Any reader can read up to the limit of 30 texts per month Zero Hora
 From the 31st text on, the reader must subscribe to keep on reading
 Subscribers to the printed version from Monday to Sunday issues can
access the site and other products, including apps for tablets and
smartphones
Results after paywall
Began to charge for its content in August, 2012
DIGITAL MEDIA LATINOAMÉRICA

21. ENTERING PAID CONTENT 2.0
AUDIENCE RESULTS FOR ZERO HORA
2010
2011
2012
2013*
2013**
Visits
92.691.121
119.298.886
184.436.425
178.799.910
214.559.892
Audience grew
Unique visitors
18.986.395
21.341.309
32.940.534
40.844.864
49.013.836
Advertising remained within target
Pages visualization
Sales of digital subscriptions showed good initial results.
Same system was implemented in A NOTÍCIA, DIÁRIO CATARINENSE, also
part of RBS group.
DIGITAL MEDIA LATINOAMÉRICA
311.384.582
397.766.566
573.968.196
488.131.203
585.757.443
*até 20/10 **projeção

22. ENTERING PAID CONTENT 2.0
Paywall
DIGITAL MEDIA LATINOAMÉRICA

23. ENTERING PAID CONTENT 2.0
ZH tablet
DIGITAL MEDIA LATINOAMÉRICA

24. ENTERING PAID CONTENT 2.0
Gazeta do Povo
Rules
 Print subscribers have full access to the site
 Any reader can read up to 15 texts monthly
 A simple registration allows the reader to expand its limit up to 20 texts
monthly
 From 21st text, the reader must subscribe to continue reading.
 All articles accessed from links in Facebook, Google and other search
engines count towards the limit
Results after paywall
Audience maintained growth rate prior to closing.
Advertising revenues remained within targets.
Sales of digital subscriptions showed good initial results
DIGITAL MEDIA LATINOAMÉRICA

25. ENTERING PAID CONTENT 2.0
DIGITAL MEDIA LATINOAMÉRICA

26. ENTERING PAID CONTENT 2.0
Paid content
Paid content in progress
DIGITAL MEDIA LATINOAMÉRICA

27. ENTERING PAID CONTENT 2.0
The answers to dilemmas
ADVERTISING REVENUE
 What will be the real impact on audience?
There was a positive impact
 Will be the advertising results be impacted?
So far there is no impact. Growth in advertisement keeps path prior from paywall
CONSUMERS
 Will the consumer be willing to pay?
Yes, so far considering sales growth in digital subscription
DIGITAL MEDIA LATINOAMÉRICA

28. ENTERING PAID CONTENT 2.0
CIRCULATION
 Is there an opportunity to generate a new stream of revenue, without
risking the ad revenues?
Yes, a new stream of revenue for newspapers has opened, one that
congregates new readers for digital versions.
DIGITAL MEDIA LATINOAMÉRICA

29. ENTERING PAID CONTENT 2.0
DIGITAL MEDIA LATINOAMÉRICA
Ana Busch
Brazilian National Newspaper Association
Committee of Digital Strategies - Director