Mumbo Report: Joe Talcott, Nigel Marsh, Mark Holden & Matt Eastwood at Mumbrella Question Time
On today’s Mumbo Report from Studio 33:
- DDB’s Matt Eastwood, PHD’s Mark Holden, News Ltd’s Joe Talcott and Y&R Brands’ Nigel Marsh debate paid content at Mumbrella Question Time.
- We put the boot into the Mitsubishi Triton ad
- Adam Ferrier’s career advice
You can also subscribe to Mumbrella’s Mumbo Report YouTube channel
Any chance you will be holding a Mumbrella Question Time in Melbourne this year?
Weighing in on the paid content debate, sure people will pay for content, but only when they’re sure about the quality of the content being delivered.
It’s a ridiculous notion to expect that everything delivered online is going to be free or simply paid for by advertising revenue. If digital delivery is the ‘new way’ as many would argue and media organisations are re-arrangning to embrace, then of course there’s going to be a revenue need from readers, just as there is any any ‘traditional’, commercial media.
I think the idea of a user pays system (crossed by most of the panel) is an excellent one though. Another way of executing that model could be to buy credits i.e a bucket from which every time you download paid content, the charge is withdrawn, which can top up automatically at given periods. Whatever the model, I’m with Nigel Marsh in saying it’ll take some courage and leadership from the media to execute it.
Either way, paid content is coming, it’ll have to be valuable to be bought or it won’t be, and the purchasing model is important for who’ll succeed or fail.
Hi Leanne,
Thanks for your question.
In truth, the practical reality of being part of a very small team has held me back a little in spending as much time in Melbourne as I should.
But my new deputy, Camille Alarcon, comes on board on Monday, and that should let me look a little further afield. I’m not sure whether we’ll get to have one in Melbourne this side of Chritmas, but if not, I’d certainly hope it was not long after.
Cheers,
Tim – Mumbrella
pornorgraphy = quality content, love it!
I agree with Mark Holden, for providers to charge for online content they will have to make it VERY easy and VERY cheap, so that it’s almost un-noticable to the consumer. No “would you like our weekly newsletter / would you like to be notified of similar offers / can we incessantly spam you forever” options.
Any backlash from the user will result in a demand for pirate sites that simply lift the paid content and deliver it for free, which I assume would be quite easy.