Forrester research suggests that moving from free digital news to paid content is proving more unpopular than expected. The study shows 80% of US consumers will not access the content if it is not free, so its highly likely the UK will follow suit. Reducing readers by 80% means advertising exposure is reduced heavily and their current advertisement income will reach an all time low.

There are other ways to make money from content without loosing the vast majority of your readers. Keep your mobile news content free, instead find a way to encourage your mobile readers to opt into SMS campaigns. One way to do this could be publicising an SMS competition or opinion pole. Once our systems realise they are happy to receive promotional content a profile of each mobile owner will be constructed based on their responses. The profiles can be used to send relevant SMS messages from third parties. How much you charge for direct promotions is up to you, this strategy has and still works for major publishers, for instance Future publishing.

Our experienced team are highly experienced in developing marketing strategies with directors and innovators of business. Contact us to discuss this further.