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Why NZ ditched digital subs for membership model

Digital subscriptions could possibly be anattractive Ray Ban Sunglasses Discount proposition forpublishers, but New Zealand two major playersare keeping their free membership model for the time being.

Newspaper publishers throughout the world have been deploying and experimenting with metered and digital subscription models because it was pioneered byThe Wall Street Journalback in 1995.

Australian publishers have implemented many forms of paid digital subscriptions across their major mastheads, nevertheless the model is Ray Ban sunglasses outlet markedly absent from New Zealand's two major players: Fairfax Media NZ and NZME. Both publishers have instead adopted a no cost membership model online.

"The market dynamics can be a little different in NZ," explains Campbell Mitchell, Fairfax NZ's chief marketing officer.

However those that become members get a more tailored news experience in exchange for their data, that is highly valuable from both an editorial and advertising perspective.

enables us to be more relevant, it enables us to be more convenient and more valuable to the consumer. Ultimately, it got to have upsides to the consumer or it won work," Mr Mitchell says.

NZME's flagship newspaper theNew Zealand Heraldalsoutilises a free of charge membership model that has attracted 390,000 digital registrants as it was announced in August this past year.

"We have digital registration now," explains group revenue director Laura Maxwell "And were looking to roll that in a much more extensive way."

"We're not likely Ray Ban sunglasses to switch a generic paywall onto theNew Zealand Herald. And we don't believe that is the most effective way of engaging audiences."

"If we look at what is happening at markets high is ostensibly a news digital duopoly, there is no successful paywall proposition where only 1 player includes a paywall or a paid digital subscription. And we all need to look at not just ourselves  but also exactly what the market environment is possibly at the moment our major competitor in digital news has signalled which they won't be switching on a blanket paywall."

Ms Maxwell said there are, however, online products or content that may potentially be monetised in the foreseeable future, such as iHeartRadio hosting a pay per view live streamed concert, a content vertical specifically developed to be subscriber product or a micropayment based app.

"If you peer at millennials they're very comfortable downloading an application, perhaps it's free, but having in app payments whether it is for gaming and different features and functionality."

"I do you know what we're saying is there is not any silver bullet approach. We believe there is going to be a range of tactics that content providers and generators will employ as time passes and we're constantly monitoring those and seeking at what isbest for individuals in this market."

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