The idea that news organizations should charge for basic content on the Web is repugnant.
It’s a losing proposition. It’s a terrible, terrible idea. And journalism is filled with terrible ideas right now.
But that doesn’t mean news organizations can’t charge for content. Far from it. Rather, news organizations need to create upsell features.
For years, I have paid to be an ESPN Insider. Insider content is not for casual sports fans, which make up the majority of ESPN.com’s users. But that doesn’t mean some users, like myself, aren’t willing to pay for a premium product.
One of my favorite Insider features are scouting reports. I have access to scouting reports on every single football player in the NFL (and other reports for other sports). For many people that may sound pretty stupid, but it’s a pretty cool feature for me. ESPN also has in-depth trend data for every football game, and I can get AccuScore predictions not only for the outcome, but how each team should do running the ball, passing the ball and play on defense.
Content is one upsell area. Another could be business listings. For instance, a local site should offer every business and restaurant a free listing but also offer premium features for a price.
Want to be able to upload coupons each week to our Web site? Premium feature. Want an in-depth, easily changeable menu for your restaurant? Premium feature. Want a blog to interact with your customers? Premium feature.
Classifieds can be the same way too. Basic classifieds for individuals should be free, but we can still sell people on premium features. Want your listing to stand out with custom features, like Ebay offers? We’ll sell them to you.
Want your listing to show up at the top for a given search? Premium feature.
If we’re going to ask people for money, we have to create value. Basic content isn’t that. News organizations need to stop thinking of themselves as just journalism companies and start thinking of themselves as content companies.
Every news organization should have About.Com-like features for their areas. This evergreen content can be immensely useful for users. The history of an area, the best places to go, etc all should be covered.
New organizations also need to think of themselves as destinations. If you want to be a premium local site, you have to be THE destination that people want to go to. Journalism alone will not make you that destination.
Restaurant guides, business guides, kick-ass classifieds, maps and guides, evergreen content, etc are the keys to becoming a destination. Upselling does not mean offering bad basic products, but rather it means offering really good premium products that people and businesses are willing to pay for.