Media, Johnson Press today announced an A/B testing approach to different revenue paths for local media titles.
Local news websites are being tested to ascertain the price elasticity on news stories. The titles in the test are Northumberland Gazette, the Whitby Gazette, the Worksop Guardian, the Ripley & Heanor News and the Southern Reporter and the Carrick Gazette (based in Scotland). Three of the titles are removing nearly all media local coverage on their website – instead encouraging consumers to go out and buy the newspaper.
Three others are to charge users to view content (£5 per quarter). The outcome of this test is going to be very interesting – for the company and also all major media owners. A paper entitles Stop the Presses, by Patrick Collings presents his views on paid for content.
Navigating the emerging landscape
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He is Founding Partner at Metropolis Partners