Tuesday, April 30, 2013

Cómo aumentar la circulación con suscripciones digitales


Las ediciones digitales de los diarios norteamericanos ya superan el 19% de la circulación total en marzo de 2013. Un crecimiento de cinco puntos sobre el año pasado gracias a la explosión de los paywalls y el pago digital, adoptado ya por más de 400 diarios siguiendo la secuela de The New York Times y con el gigante local Gannett como principal abanderado de un nuevo negocio.
El éxito de la suscripción digital a The New York Times, con más de 676.000 abonados, le permite sobrepasar por primera vez a USA Today en difusión total, sólo por debajo de The Wall Street Journal, el más antiguo abanderado del pago digital.
Los datos de la Alliance for Audited Media (AAM, antes Audit Bureau of Circulations) son todo un espaldarazo para el nuevo modelo de negocio de la prensa, como se ha apresurado a celebrar la Newspaper Association of America (NAA).
Pero como ha explicado Neal Lufols, vicepresidente de la AAM, y reconoce la presidenta de la asociación de diarios, los datos "do not capture the full story".

En realidad indican un cambio de estrategias de circulación y modelo de negocio mucho mayor y complejo que el mero crecimiento de las ediciones digitales de pago.
La circulación total de los diarios norteamericanos ha descendido un 0,7% y los domingos un 1,4%. Pero lo que ha crecido enormemente en algunos diarios es la difusión digital y las branded editions (productos complementarios, ediciones zonales y comunitarias, suplementos, ediciones patrocinadas, etc.).

La circulación pasa de ser un negocio de suscripción y venta al número en papel a fundarse en una estrategia de distribución y abono de pago multiplataforma con dos estrategias bien diferenciadas:
aumento del precio de la suscripción para los usuarios que lo quieren todo en multipantalla;
utilización de la multiplicidad de ediciones (print, digital y branded) para engordar la circulación total.


Esas estrategias han permitido a la prensa norteamericana aumentar sus ingresos de circulación un 5% en 2012, muy al contrario que en otros países. Si se observan los datos de la NAA (gráfico) el crecimiento de los ingresos de los diarios llega del pago digital, la publicidad online y los nuevos ingresos de marketing, incluidas branded editions y otras soluciones de marketing personalizadas y multiplataforma.
Las fuentes de la recuperación de ingresos de circulación están en realidad en el aumento de ingresos de publicidad, marketing y en la difusión gratuita.

La clave es el cambio del modelo de venta o suscripción por el de abono (al estilo de la televisión por cable, ahora TV Everywhere en todas las pantallas), en la mayor capacidad de gestionar los datos y el consumo de los abonados, y también en la laxitud de las nuevas reglas de circulación que permiten ajustar los números entre diferentes plataformas.
El pago por el acceso multipantalla sin límite en cualquier dispositivo (all you can eat) ofrece una mayor capacidad de regular los productos que se entregan al abonado y permite aumentar el portafolio de los medios para defenderse de la caída de inserts y publicidad convencional con nuevas estrategias de marketing directo, promociones y productos patrocinados (digitales o papel).
El all you can eat que apasiona a la audiencia es una gran herramienta para mejorar la efectividad comercial y regular los ingresos y el ebitda.


Cuando se comparan las cifras de marzo de 2013 con las anteriores, como las de septiembre de 2012 (gráfico), se puede observar como los diarios con más apuesta por la circulación de pago digital consiguen mejores resultados que los que mantienen la versión online gratuita.
La difusión print crece más en los diarios con suscripción digital porque los nuevos modelos de abono, especialmente la suscripción digital con entrega de la edición digital el fin de semana, permite engordar los datos totales y atraer más ingresos de publicidad y promociones.
El crecimiento está en el abonado digital y en las ediciones promocionadas o segmentadas. Un cambio estratégico en el modelo de negocio y la circulación que va mucho más allá de poner un candado de pago a la web, el móvil o la tableta.

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  2. Sí, como los videoclubs online. Esa es la gran falacia. Pensar que lo que pasa en EEUU se replica luego en el resto del mundo en "x" años, particularmente en nuestra aldea.

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  3. Bueno, con la edición online, aumentan los ingresos con la publicidad y se abaratan los costes de producción, eso está claro. Ahora necesitas a unos cuantos periodistas y a uno o dos informáticos (para qué más). Aunque evidentemente las versiones en papel siguen en funcionamiento, lo más probable es que hayan reducido personal, tirada, materia prima, maquinaria, alquiler de locales, etc. Ahí está también el negocio.

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