FAQ: What is the difference between content monetization and audience monetization?

Original author: Paul Bradshaw
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[Published abbreviated. - approx. translator ]

1) What is the difference between content monetization and audience monetization?
Great question! Monetization of content means the sale of content, or, which is more common, a container with content. Most participants in the news industry sell both the newspaper and the news. And although services such as news agencies sell "news" and sometimes "information", their customers ultimately resell them as their own separate, standalone product.

Monetizing your audience basically means advertising. You sell your audience to an advertiser, or in other words, you sell its attention. In publishing (broadcasting), this is the dominant business model. For example, on the air (radio and TV) media, this is the main source of income. The printing industry combines the sale of the container and the sale of the audience in different proportions. Tabloids make more money by selling paper, and serious newspapers by advertising.
On the Internet, problems are observed in both models. The user has already paid for the platform (Internet access), so he is not configured to pay purely for content. I'm not talking about the problems associated with the news as raw materials, the ease of duplication of digital content, etc.
In addition, the matter is complicated by the fact that the offer of advertising on the market is so great that it entails a sharp drop in its cost, and distribution control, which could help keep prices down, is lost.

2) Will Hutton said the future of the news is paid access to them. Do you agree?
If newsletters do not give up news feeds, cheap news, do not move towards truly valuable journalism, which will learn how to be accessible through search engines and social media, while not allowing you to immediately see the full content or copy it, then no.
The only realistic option that I see here is the invention of the platform, which will also be useful on the Internet, like a newspaper in our physical world. But, again, you will rather pay not for news, but for news service. So, my answer is again: no.
I think that there is widespread vanity among journalists. They forget that people buy newspapers not for journalism, but because of crosswords, comics, TV programs and advertising.

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