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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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lang="ru-RU">
Право и СМИ Центральной Азии

Заплати журналисту: Истории трёх онлайн-изданий, отказавшихся от рекламы

В 2015 году 198 миллионов человек пользовались adblock программами, которые позволяют заблокировать появление интернет-рекламы — это на 41% больше, чем в 2014. Рынок медийной интернет-рекламы — основного источника доходов интернет-СМИ — снижается уже не первый год. Согласно исследованию Pagefair, adblock установлен на каждом пятом смартфоне. Россия вошла в десятку стран, где блокировщики пользуются наибольшей популярностью.

От adblock пострадали издатели — по всему миру они недополучили $22 млрд в виде доходов от рекламы в 2015 году. СМИ вынуждены искать новые способы монетизации и платная подписка – один из них. «Секрет» собрал издания, которые уже отказались от рекламы и живут исключительно на деньги подписчиков.

De Correspondent

В 2012 году главред голландской газеты NRC Handelsblad Роб Вейнберг покинул свой пост. Причина ухода была достаточно обыденной: представление Вейнберга, о том, какие темы должно освещать СМИ, не совпадало с представлениями его начальства. Нужны не «новости», говорил Вейнберг, а «новое»: new, not news. Читателям надоели материалы о формировании бюджета — об этом и так напишут все издания – нужно говорить о других, не менее важных и интересных историях. После ухода Роба некоторые читатели NRC в знак поддержки отказались от подписки.

Вдохновлённый такой реакцией, Роб начал обсуждать с друзьями создание нового СМИ. Через пару месяцев Вейнберг объявил о сборе денег на запуск проекта De Correspondent – чтобы приступить к работе, нужно было продать 15 000 годовых подписок на несуществующее издание как минимум по 60 евро. Всего за час – столько длится популярное голландское телешоу, в эфире которого Вейнберг объявил о старте кампании по сбору средств на «СМИ без рекламы», пять тысяч человек заплатили по 60 евро. Необходимая сумма была собрана за восемь дней — пока что это мировой рекорд в журналистском краудфандинге. Всего к проекту подключились почти 19 тыс. человек.

Тридцатого сентября 2013 года сайт De Correspondent начал свою работу. Он публикует расследования, авторские мнения и репортажи. Число подписчиков издания ежегодно растёт, сегодня их уже больше 40 000. De Correspondent, как и обещал, не размещает рекламу. «Если у вас нет рекламы, вам не приходится гнаться за читателями, кликами или «лайками». Вам не приходится всё время волноваться о реакции рекламодателей: понравится ли им моя аудитория или мой продукт, дадут ли они мне денег. На привлечение рекламодателей тратится очень много времени и сил. У рекламодателей слишком богатый выбор площадок: сотни журналов, сайтов и телеканалов. И чтобы привлечь рекламодателя, недостаточно уже традиционной модели — вы платите нам и можете разместить здесь свою рекламу. Газетам приходится идти на какое-то специальное сотрудничество, делать спонсированные страницы», — пояснил Роб Вейнберг.

Создатели De Correspondent относятся к своим подписчикам не как к «целевой аудитории», а как к единомышленникам. Читатели могут оставлять комментарии к статьям и даже помогать авторам писать материалы – при регистрации вас спросят, по какой теме вы можете выступить экспертом. Редакция регулярно отчитывается перед читателями на что тратятся полученные средства
Проект целиком зависит от денег подписчиков, но при этом он не запрещает платным пользователям делиться статьями в соцсетях. Если читатель постит ссылку в Facebook, то материал открывается целиком с пометкой: «Эту статью вам предоставил [имя подписчика]». По данным редакции, прочитав несколько материалов бесплатно, пользователи обычно оформляют подписку.

«Единственное, о чем мы обязаны беспокоиться всерьез, — это как снабжать аудиторию действительно качественной информацией и делать всё в лучшем виде. Понижение планки происходит, когда медиа вдруг сходит с ума по поводу количества просмотров, лайков или переходов. Я считаю, что продажа рекламы для издательств — лишь краткосрочная стратегия. Подписная система — будущее журналистики, этого просто требует время. Когда огромная и очень разная группа читателей платит за ваши истории, вы отвечаете только перед этими людьми», — подчеркнул Эрнст-Ян Пфаут, сооснователь сайта De Correspondent.

The Information

В 2013 году бывший репортёр The Wall Street Journal, выпускница Гарварда Джессика Лессин запустила The Information. Поскольку Лессин восемь лет писала о Кремниевой долине и IT-индустрии, выбор тематики проекта был очевиден.

Основательница категорически отказалась размещать проплаченные баннеры и материалы на своём сайте – ключом к успеху она считает уход от гонки за охватом, трафиком и кликами, в которой участвуют большинство медиакомпаний. Сайт моментально окрестили «цифровой моделью будущего во времена, когда традиционные интернет-медиа, зависящие от рекламы, остро нуждаются в спасательном круге». Монетизировать проект Лессин собиралась через платную подписку: $399 в год или $39 в месяц. За эти деньги читатель, помимо двух историй в день, получает членство в закрытом клубе The Information, который периодически собирает подписчиков за обедами в модных ресторанах или на закрытых вечеринках клуба.

Долгое время в Кремниевой долине никто всерьез не верил, что медиастартап начнёт приносить основательнице прибыль. Однако ставка на расследования и новости с глубокой проработкой, деталями и комментариями, оправдала себя. Издание не стремится объять необъятное: если аудитория BuzzFeed или New York Times измеряется сотнями миллионов, то The Information, по подсчетам экспертов, читает не более 10 000 человек (Лессин не раскрывает точное количество подписчиков – прим. «Секрет»).

Недавно журналисты The Information опубликовали расследование о проблемах, возникших в компании Nest (принадлежит Google – прим. «Секрет»). Выход продуктов компании значительно задерживался, в течение последних двух лет Nest не выпустила на рынок ничего принципиально нового. Кроме того, за 2015 год стартап покинуло около 70 человек. Автор материала проанализировал, как стратегия управления гендиректора Nest Тонни Фаделла, которого источники журналиста охарактеризовали как «деспота и бюрократа», привела компанию к кризису. Расследование, состоящее из 4000 слов, буквально «положило» сайт The Information, количество подписок в день выхода материала резко увеличилось. Вскоре Фаддел заявил об отставке. Подробная проработка тем заставила верхушку Кремниевой долины пересмотреть своё отношение к изданию. Сегодня в числе регулярных подписчиков The Information — основатель Facebook Марк Цукерберг и CEO Snapchat Эван Шпигель.

До недавних пор на сайте работало всего шесть пишущих сотрудников, они выдавали 1–2 материала в день вместо сотни, как у больших медиа. Чтобы стать прибыльным, The Information потребовалось набрать всего пару тысяч подписчиков. После отметки в 5 000 читателей, основательница открыла бюро в Азии и смогла посылать журналистов писать о событии в любую точку мира. Сайт стремительно расширяется: в настоящее время в офисе работает 20 человек.

В запуск проекта Лессин вложила собственные средства, она является единственным полноправным собственником компании. Такая модель, по словам основательницы The Information, даёт ей больше независимости: «Нет необходимости отчитываться о своих действиях перед венчурными капиталистами и рекламодателями». В ближайшем будущем ценовая политика подписки станет более гибкой: появятся пакеты для VIP-клиентов и крупных инвесторов, а также бюджетная версия для студентов, обещает Лессин.

The Dish

В первые дни нового, 2013 года, известный политический обозреватель Эндрю Салливан объявил, что покидает сайт The Daily Beast, на котором он в течение нескольких лет вёл авторскую колонку, и открывает собственный независимый блог The Dish. Неожиданностью стала выбранная бизнес-модель: Салливан решил полностью отказаться от рекламы и финансировать сайт исключительно через платную подписку. Читателям предлагалось внести не меньше $19,99 за годовой доступ к сайту. Создатель пообещал запустить проект в течение месяца, если собранная сумма достигнет $900 000 – столько, по подсчётам Салливана, необходимо на годовое существование и развитие сайта. Призывая будущих подписчиков стать сооснователями проекта, Салливан написал: «Если вы не платите за продукт, вы сами становитесь продуктом».

Скептики не успели подвергнуть сомнению перспективы такого медиастартапа — только за первые сутки было собрано $333 000. Деньги внесли 11 000 человек. Cредний платёж оказался на $8 выше установленного минимума в $19,99. Салливан, как и обещал, полностью отказался от рекламы.

«Заставить людей платить за информацию онлайн не так-то легко», — признал блогер. «Со временем мы ожидали уменьшения трафика и количества просмотров страниц, но мы не наблюдаем этого», — отметил он спустя год после запуска. Блог стабильно имел около 1,2 млн уникальных посетителей и примерно 8 миллионов просмотров страниц в месяц по всему миру.

Сайт просуществовал почти два года, прежде чем Салливан объявил о закрытии проекта. The Dish перестал обновляться не из-за падения интереса со стороны читателей. «Я вёл блог почти 15 лет, это слишком большой срок для одной и той же работы, пора что-то менять», — пояснил основатель. Журналист также признался, что страдает от интернет-зависимости: «В течение полутора десятилетий я был сетевым наркоманом, писал по несколько постов в блог за день, семь дней в неделю, и в конце концов набрал целую команду, которая прочёсывала Интернет в часы пик каждые 20 минут. Каждое утро начиналось с того, что я с головой нырял в поток сетевого сознания и новостей, перескакивал с сайта на сайт, с твита на твит и с главной новости часа на самую свежую сводку, разглядывал бесчисленные фото и видео. На протяжении всего дня я выдавал по одной мысли или шутке на тему происходившего или только что произошедшего. А иногда, если события были особенно захватывающими, я мог провести несколько недель, маниакально охотясь за каждым крошечным клочком развивающейся истории для того, чтобы слить их в повествование в режиме реального времени. Я пребывал в бесконечном диалоге с читателями, которые придирались, хвалили, освистывали, поправляли меня. Никогда прежде мой мозг не был так неотступно занят таким множеством различных предметов и не функционировал настолько публично в течение такого долгого времени. Иными словами, я одним из первых начал делать то, что теперь называется «жить в Сети»». Своё решение прекратить работу над проектом The Dish Салливан мотивировал желанием вернуться «в реальный мир».

Феномен популярности платных сайтов у читателей, которые имеют неограниченный доступ к сотням других, бесплатных ресурсов, Салливан объясняет тем, что ориентация на рекламу привела к «проституции» — держатели рекламных мест готовы пойти на все, чтобы продать их под рекламу, а также к падению качества публикуемых материалов: «В отсутствие раздражающей рекламы журналист становится полностью ответственным перед читателями за качество публикуемых им материалов. Мы действительно вручаем свою судьбу в руки читателя. Мы не рассчитываем, что нас выручит Барри Диллер и Credit Suisse или какая-то рекламная сеть. Они знают, что читатели — это всё, что у нас есть».

Источник: http://secretmag.ru/longread/2016/12/12/bez-reclami/