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WAYS to MAKE MEDIA PAY I Contentscontenidos INFORMEINSIGHT REPORT MANERAS DE HACERHACER LOSREDITUABLESLOS MEDIOS MEDIOS 50REDITUABLESLOSWAYS MEDIOS TO MAKE MEDIA PAY EscritoWritten por: by: SponsoreadoSponsored by: por: Damian Radcliffe 50 WAYS TO MAKE MEDIA PAY I ContentsContenidos III IntroducciónIntroduction de fromde Damian Dam Damian ianRadcliffe Radcliffe Radcliffe V Sovrn: Together,Juntos, podemospodemos we can makehacer hacer quemedia que los paguen paymedios porsean los redituables. medios. 5050 ManerasWays to deMake Hacer Media Redituableslos MediosPay Redituables los Medios 1 MUROSPAYWALLS DE PAGO 5 SUSCRIPCIONESSUBSCRIPCIONESSUBSCRIPTIONS 8 PUBLICIDADADVERTISING 15 LIBRESAD-FREE DE ANUNCIOS 19 EVENTOSEVENTS 23 E-COMMERCE 28 MÉTODOSEMERGING EMERGENTES METHODS 38 APÉNDICEAPPENDIX 50 MANERAS WAYS TO DEMAKE HACER MEDIA REDITUABLESLOS PAYMEDIOS REDITUABLES LOS MEDIOS II IntroducciónIntroduction Publishers, both large and small, are constantly innovating in Los editores, tanto tanto grandes grandes como com pequeños, o pequeños, están estáninnovando innovando theirconstantementeconstantem efforts enteto en ensure ensus sus esfuerzos financial esfuerzos para viability. para garantizar garantizar Whether la viabilidad la you’reviabilidad a non- profiteconómica.financiera. weekly Ya seanewspaper unun periódico periódico in semanala semsmall anal sintown, sinfines fines or de a lucro dlargee lucro en for-profit en Fortuneuna ciudadciudad 500 pequeña pequeña company, o unao una yougran gran cannotorganización organización rest conon finesyour con de revenuefine s de laurels. Thelucro large de de los los scaleFortune Fortune lay-offs 500, 500, no we nopuede havepuede descansar seen descansar at en the sus enstart laureles tus of laureles 20191 are alsode ingresos.ing a resos.reminder that monetisation is a challenge for everyone. HereLos despidosdespedidos at What’s a gran aNew gran escala in escala Publishing que hemos que hem visto, we os aknow vistoprincipios athat prin de ourcipios 2019 readers de areson2019 tambiénhungry son tam un for bién recordatorio ideas un recordatorioand que insights la monetización que which la m can onetizacióes un potentially desafíon es para un help theirtodos.desafío bottomAcá, para en todos. “What's line. Acá, new en in publishing”,“What's new sabemos in publishi que nuestrosng ”, sabem os lectoresque nuestros tienen hambrelectores de tienen ideas yham puntos bres de de vistas ideas que y puntos de With that in mind, in October 2018 we kicked off a short potencialmentevistas que potencialm puedan ayudar ente pueden su conclusión ayudar final. su conclusión final. series designed to highlight some of the key ways in which Damian Radcliffe publishersCon estoesto en en mente,are m ente, looking en en octubre octubre to raise de 2018 de revenue. 2018 iniciamos iniciam una os serie una corta serie corta @damianradcliffe Idiseñada originally para para envisaged destacar destacar algunas that alguna this de de laswould lasformas form consist claves as claves ofen oneque en losqueor two los editores buscan están aumentarbuscando los aum ingresos. entar los ingresos. articles. But, as I started writing and researching this topic, -- that quickly expanded into a four-part series. It could easily OriginalmenteOriginalm ente preví preví que que esto esto consistiría consistiría de uno de o unodos artículos.o d os artículos. have been more. The scope kept growing, because the deeper Pero, cuandocuando comencé com encé a escribir a escribir e investigar e investigar sobre este este ttema em a, I dug into this topic, the more case studies and examples I rápidamenterápidam ente se se expandió expandió en unaen unaserie serie de cuatro de cuatro partes. part es. found.FácilmenteFácilm ente podrían podrían haber haber sido sido más. m La ás. extensión La extensión siguió sig uió Thiscreciendo, report porque porque brings cuanto cuantotogether más m profundo ásand profundo updates me metí m thateen m este etí original en tema, este series. tem a, In doingencontré so, más mwhat ás casos casos this de depaper estudio estudios shows y ejemplos. y ejem is the plos. sheer range of money- making ideas that are out there. Este informeinform ereúne reúne y actualiza y actualiza en profundidad en profundidad esa serie esa original. serie original. PublishersAl hacerlo, lo lo needque que muestra mto uestraevaluate este este documento for docum themselves entoes la granes thela variedad gra relevance,n variedad and potential,de ideasideas para para of obtener these obtener ideas.ingresos ingresos What que queexisten. works existen. for one outlet may not work for another. Los editores necesitan necesitan evaluar evaluar por porsí mismos sí m ism la osrelevancia la relevancia y el y el Our hope in sharing these examples with you, is to offer potencial de de estas estas ideas. ideas. Lo Loque que funciona funciona para parauno, puedeuno, puede no no insightshacerlo para para which otro. otro. can spark new ideas and reaffirm old ones. Whatever the size of your publication, diversifying your revenueNuestra esperanza esperanzabase is likely al alcompartir com to be partir estosa strategic estos ejemplos ejem priority con plos usted con in theesu sted years es ahead.ofrecer visiones visiones que que puedan puedan generar generar nuevas nuevas ideas ideasy reafirmar y reafirm ar las viejas. As a result, key questions all publishers will need to consider include:Sea cual sea seayour el el abilitytamaño tam año tode de deliversu supublicación, publicación, – particularly es probable es probab the que resources le que (human,diversificardiversificarsu and su base basetechnical) de de ingresos ingresos that sea are sea una required una prioridad prioridad –estratégica and e stratégicawhether thesepara loslos efforts años años próximos. próximenable os. you to reach new audiences, or if they potentially help you to double-down on existing super-users. ComoCom o resultado, resultado, las las preguntas preguntas clave clave que quetodos todos los editores los editores Asdeberándeberían a rule: considerarconsiderar just because incluyen: incluyen: you su can capacidadsu capacidaddo something, de entrega de entreg doesn’t a necessarily(particularmente(particularm mean ente los losrecursos that recursos you humanos should. hum anosy técnicos y técnicos que se qu e se requieren)requieren) y ysi si estos estos esfuerzos esfuerzos le permitenle perm itenllegar llegar a nuevas a nuevas audiencias, o o si si potencialmente potencialm ente ayudan te ayuden a duplicar a duplicalos "superr los usuarios""super usuarios" existentes. existentes. ComoCom o regla: regla: solo solo porque porque puede puedes hacer hacer algo, noalgo, necesariamente no necesariam ente significa que que debería. deberías. 50 MANERAS WAYS TO DEMAKE HACER MEDIA REDITUABLESLOS PAYMEDIOS REDITUABLES LOS MEDIOS III SOBREABOUT EL THE AUTOR AUTHOR DamianDamDamian ian Radcliffe Radcliffe Radcliffe es es profesor profesoris the de Carolyn periodismode periodism S. Chambers y de o prácticas y profes Professor oren dela práctica in Jour- Universidadennalism, la Universidad and de Oregón. a Professor de Oregón. of Practice, at the University of Oregon. Alongside holding the Chambers Chair at the School of Jour- AdemásAdem ás de de ocuparse ocuparse de de la Cátedrala Cátedra Chambers Cham bersen la enEscuela la Esc deuela de nalism and Communication (SOJC), he is also a Fellow of the Periodism o y Com unicación (SOJC), tam bién es m iem bro de la Periodismo y Comunicación (SOJC), también es miembro de la 2 TowTow CenterCenter Center for for Digital for Digital Digital Journalism Journalism Journalism en la enUniversidad laat Universidad Columbia de Columbia, Universityde Colum bia,, Investigadoran Honorary Honorario Honorario Research en laen EscuelaFellow la Escuela deat CardiffPeriodismo, de Periodism University’s Medios o, Medios y School y of 3 EstudiosJournalism, Culturales Culturales Media de de la and Universidadla Universidad Culture de Studies Cardiff, de Cardiff, y, andun miembroy aun fellow miembro of the de deRoyal la la Real Real Society Sociedad Sociedad for para the para el Encouragement Fomentoel Fom ento de las de Artes, las of Artes, Arts, Manufacturas ManufacturesManufacturas Picture via Marko Knab y andComercioCom Commerce ercio (RSA). (RSA). (RSA). An experienced digital analyst, consultant, journalist, and re- Es un experimentadoexperim entado analista analista digital, digital, consultor, consultor, periodista periodista e e searcher, Damian has worked in editorial, research, policy, and investigador. Damian Dam ian ha hatrabajado trabajado en editorial, en editorial, investigación, investigación, política,teaching y y como posiciones positions docentes docentes for las the últimas past por dos twolas décadas últim decades as en dos in décadas the UK, en Middle ReinoEast, Unido, Unido, and USA.Medio Medio Oriente Oriente y Estados y EEUU. Unidos. This includes roles in all media sectors (commercial, public, Estogovernment, incluyeincluye roles roles regulatory,en en todos todos los lossectoresacademic, sectores de los andde medios los nonprofit/civil m ed ios de society) comunicacióncomand unicación all platforms (comerciales, (com erciales,(print, públicos, digital, públicos, gubernamentales, TV gubernamand radio). entale s, regulatorios, académicos académ icos y sin y sinfines fines de lucro/sociedades de lucro/sociedades civiles) civiles) y Damiantodas las las plataformas continuesplataform as(impresa, to (im be presa, an digital, active digital, TV journalist y tvradio). y rad io).4, writing monthly
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