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Monday, January 31, 2005

US: birth of "Keeping People Connected"

It happens in Indiana, USA and the evolution is quite interesting. First, this little media group from the Middle-West - The News-Sun, The Evening Star or the Herald-Republican - radically changes its name: "For years we had been known as Kendallville Publishing Co. For some people, that’s what we’ll always be, even though it’s an image that isn’t quite true anymore... Finally, the change was officially made to KPC Media Group Inc. with the “KPC” part reinterpreted as “Keeping People Connected.” It's a very clever name because "Keeping People Connected" is the main asset of newspapers. Offline and online. Second, the group recently decided shift towards a paid model: "The first change you’ll notice at the beginning of February 2005 is that the Web site will be moving to a paid model. That is a huge shift, and one worth talking about.

For years readers tell that they couldn’t understand why we offered so much of our newspaper content for free on the Internet. The standard response was that we were being supported by online advertising, much like a free newspaper, or “advertiser,” would be.

The advertiser newspaper analogy broke down at some point, though, because none of the companany’s advertisers, called the Smart Shoppers, carried as much sheer information as the Web site...

Another reason why the Web site is going to a paid model is just plain fairness. You might argue that there are other ways to be fair, but let’s take a look at the situation for a moment, broken down by reader types.

“Group A” gets the regular daily newspaper — the print version.

“Group B” is our Web reader, who hasn’t had to buy or borrow anything, but who is able to take advantage of most of the same content as the person who has bought a subscription... If you only want a subscription to the Web site, that cost begins at $5.95 per month, $29.95 for six months, and so on."

With rumors on big newspapers' websites moving towards paid models, this attempt of a very local media group could be pioneering.

Source: KPCnews.com through paidcontent.org (Stacy Kramer)

Posted by Bertrand Pecquerie on January 31, 2005 at 04:16 PM in b. Alliances and partnerships, c. Multimedia convergence, h. Young readers / New readers, r. Revenues and business models | Permalink

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Comments

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