Pushing Paid Content
If you head over to espn.com right now you’ll see lead stories of baseball streaks and slumps at the beginning of the season.
Out of the five stories contained in the main story area on the front page, four are accessible only to ESPN’s “in” members.
I think paid subscriptions is a good business model for many websites. For some sites it means no advertisements, for others it means premium content (a la espn.com). Either way, you’re usually diversifying revenue sources (generally, it means a site is not relying solely on ads). Slow sports news day or not, pushing your paid service by using the main content area such as this has to be as much of a turn-off to most of the audience as it is a turn-on to new members.
So is having however many new signups worth driving others away? For espn.com, I’d say the answer is most likely yes. Sports sites, and certainly ones like espn.com, can be extremely sticky. News sites in general have large return audiences and sports fans can be rabid. Chances are a one-day (or just a few hour) push to attract new paid members won’t do anything to traffic long-term. Sending some users to alternatives like Sportsline, Fox Sports or Sports Illustrated on a day where little is happening shouldn’t have any impact on tomorrow. However, if ESPN were to continue it’s push for a few consecutive days they might start to see a decline in traffic, at least for a brief period of time.
Next entry: Need Some Crack?
Previous entry: Hating the Red Sox
Comments