Micro Economics

Micro Economics

Why Steve Jobs and micropayments won't save the media.

  • Gabriel Sherman is a contributing editor at New York magazine and a special correspondent to the New Republic.

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Micropayments for News

You raise some interesting points about the proposed micropayment business model for online news: that its market may not be as huge as the market for music and that pricing may be difficult. But I think in looking at the problems you have conflated the question of whether this could work with the question of whether Steve Jobs would be interested in facilitating such a system(a question which I don't think anyone poses seriously). You also ask "How would a newspaper that adopted a micropayment system compete with outlets that remained free?" Which begs the question how does an organization create content for which it charges nothing over a sustained period of time? The answer in the past has been to gather a large audience and sell it to advertisers(which paid for most of the last century's journalism rather than subscription fees). This model seems not to work in the fragmented environment of the internet. So how does anyone provide journalism which I think we can assume must at some point be paid for by the provider either in time or money. I think micropayments can be an answer here. It benefits anyone (not just large media empires) who provides news in which someone is interested which in turn allows consumers to choose, from among a wide range, what they want to pay for if the technology truly permits quick one click payments. Any critique or comment on this is much appreciated.

Food for thought...

We're not limiting the discussion to NYT or WPO I hope... Take a look at the paper in Little Rock. They've put up a pay wall and actually made it work. This is a practice that I've advocated for some years now, but I've been told repeatedly there's "no way" it will work. Gosh, maybe if some of my bosses along the way had listened to what I was suggesting we'd all still be employed.

Micro Economics: paying for it

Interesting proposal and most likely the only direction to take this. How to set the rates? Probably between .05 and .50 cents per article, debited from an online, PayPal-esque account. Also, charitable tax receipts are in order. If a person paid for articles from the LAT or NYT or almost any other major US daily, they would qualify for a charitable tax receipt, issued by the Democratic Party.

paying for NYTimes.com

Agreed that a per-article charge, however small, is a nonstarter. I do think, though, that a paywall of some sort is the way to go for the Times. They should do a hybrid approach, put some (perhaps even most) of the current stuff up for free, and charge for deeper, more complete access. If they drop half their traffic that's fine; they aren't monetizing it anyway. The remaining traffic will be much more valuable because it will be matched to subscriber roles, rather than IP addresses, allowing them to charge higher CPMs. Only a few newspapers have the leverage to do this, and NYT is one of them. This would force sites that link, like Yahoo News and Huffpo to do deals with the Times if they want that link to work the next day. The Times should probably re-evaluate all their portal deals, syndication and linking arrangements to see that they are getting value out of them. If that means locking Google's crawlers out of NYT, well, something to consider.