News Corp marketer admits future revenues must broaden beyond subscriptions and ads
L:R Damian Eales, Jason Kisgaard, Nick Ross, Jane Waterhouse
The marketing boss of News Corp Australia has said that in the future newspapers would need move beyond just ad sales and subscription revenues and look to better monetise their existing audiences.
Speaking last Thursday at the Publish conference in Sydney Damian Eales, chief marketing officers for News Corp’s Australian operations, told a panel on paywalls that national broadsheet The Australian had now reached a situation where its advertising and subscription revenues were now equal.
Eales also argued this was a model for other newspapers as the newspaper sector looks to diversify revenue streams.
“The senior executive also spoke about News Corp’s ongoing refusal to release digital subscription figures for mastheads such as the Daily Telegraph, Courier Mail and Adelaide Advertiser saying that they would be released “in due course”.”
Haha, probably because Buzzfeed would shit themselves laughing at those numbers.
“Excuse me?……………
“All that will be important because we will be using the base of customers that we have generated out of a subscription or a membership model. Whereby we can cross sell them a whole bunch of other content related services.”
What absolute arrogance. I don’t subscribe to a newspaper to be bombarded with offers I will refuse- that is why I subscribe to the paper. If you want me to listen to the radio I will.
Firstly as a consumer, I can make my own decisions thank you, and as an experienced marketer I suggest you treat your prospect with a little more respect and then offer them something they may be interested in in, before you going cross selling them a whole bunch of other content related services.