On the hunt for direct connections, publishers turn to registration walls

Consumer revenue is top of mind for many publishers, so some of them are starting with registration requirements.

Since October, Bloomberg Media has been requiring people that visit its site more than eight times per month to register. El Nuevo Día, a Spanish-language newspaper in Puerto Rico, now forces readers to submit an email address after reading 11 stories in a month, and has been testing registration walls with different messages and offers in an attempt to get them to hand over their emails. Continue reading “On the hunt for direct connections, publishers turn to registration walls”

Bloomberg’s new Twitter network will launch on Dec. 18 with six founding partners: Goldman Sachs, Infiniti, TD Ameritrade, CA Technologies, AT&T and CME Group — and more are in the works. The average price point of the partnerships is $1.5 to 3 million, leading to Bloomberg securing eight figures in revenue in its first year. Why it matters: The investment is a part of a major digital push by the company to stay competitive in an era where Google and Facebook have tightened their grip on the digital advertising market. The details: Bloomberg is hiring around 50 people to staff the new project, which will exist as the first 24-hour social news network on Twitter.

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Bloomberg Businessweek gets a two-tiered paywall, a substantial price increase, and a new look

Bloomberg Businessweek has a big new interview with Apple CEO Tim Cook — and it would really like you to pay to read it. Businessweek launched a two-tiered metered paywall (and a resdesigned site, app, and weekly print magazine) Thursday. There’s also “a new regionalized email newsletter,” Daily IQ, only for subscribers.

Here are the paywall details from Bloomberg’s announcement post:

Bloomberg Businessweek is shifting to a two-tiered membership model: Digital Only, which includes access to the app, Daily IQ, unlimited access to Businessweek content online, and 6-8 special print issues a year; and All Access, which grants all digital benefits plus the weekly print magazine, quarterly conference calls, and live-streams of key events. A metered paywall is now in effect for Businessweek content online and readers without membership will have access to four free stories per month.

The digital-only access costs $12 for the first 12 weeks, and $15 per 12 weeks thereafter (so, $65 a year). The full package is $12 for the first 12 weeks and $25 per 12 weeks thereafter, about $108 a year.

Businessweek appears to be taking pages from the playbook of some digital outlets. The Information also offers conference calls and exclusive events to its subscribers, who pay $399 a year, and also focuses on affluent professionals who can pay (there are student rates as well). Axios wants to reach a similar audience and is thinking about a subscription tier as high as $10,000, though it’s entirely free for now. The difference between The Information/Axios and Bloomberg is that Businessweek is also saddled/blessed with a print publication.

The Financial Times reports:

The new pricing is a substantial increase from the average $40 per year that Businessweek charges for the print magazine. [Bloomberg Media CEO Justin Smith] said the aim was to position the title at “the premium end of the market.” As a result, the magazine has cut its rate base — circulation promised to advertisers — from 1m in January to 600,000, phasing out bulk subscriptions and what Mr. Smith called “the lowest value subscribers.”

“We’ve tried to focus on smart, clever people who have more money than time on their hands,” John Micklethwait, Bloomberg editor-in-chief, told the FT. (Micklethwait used be at The Economist, which could have made a similar value proposition.) “We know that from the terminal, from what Bloomberg has achieved, [the goal] is to find people who are willing to pay money to get very high-quality information and journalism. That’s what we’re trying to replicate.”

The Economist, Bloomberg Media Distribution Ink Video Licensing Deal

Screen-Shot-2017-06-01-at-1.42.55-PMAs media brands continue to embrace content licensing and synidcation as an alternative revenue source, two of the biggest names in financial news are teaming up to form a global video distribution partnership.

Beginning in Q3, Bloomberg Media Distribution will offer clients access to The Economist‘s Daily Watch series of original short films covering everything from news and finance to politics, tech, and science.

It’s all part of an effort to offer clients the best consumer experience possible across any device, Josh Rucci, general manger of Bloomberg Media Distribution, tells Folio:.

“The Daily Watch series covers a range of topics, each comprising a sub-series under The Economist’s Daily Watch brand,” Rucci says. “We think these strengthen our offering of smart, insightful content, and will look to build upon this based on customer demand.”

For Bloomberg, the Economist partnership comes on the heels of similar distribution deals signed last October with The Hollywood Reporter, Billboard, Mexican-based outlet El Financierio, and STAT.

The Economist is one of the great global brands in high-quality business journalism,” adds Rucci. “Bloomberg strives to present the best user experience to our customers… Our relationship with The Economist is a natural fit with our portfolio and global customer base.”

As for The Economist, access to Bloomberg clients likely offers the London-based outlet a valuable opportunity for brand positioning as it aims to raise its global profile, particularly in North America.

The post The Economist, Bloomberg Media Distribution Ink Video Licensing Deal appeared first on Folio:.

Business publishers are enjoying traffic spikes from LinkedIn

Publishers have their ups and downs with distribution platforms, but LinkedIn is having a moment, at least with business news outlets.

Since LinkedIn overhauled its news feed, added analytics tools for publishers and began testing a trending topics module, business-focused publishers have gotten traffic spikes from the platform, with some of them now drawing millions of readers every month. As for LinkedIn, it said engagement with its news feed is up 40 percent year over year.

Bloomberg has gotten 26 percent more traffic from LinkedIn in the past two months and is now a top-10 source of traffic, even though it’s cut the number of stories it distributes there by 90 percent, sharing only stories that are relevant to LinkedIn users, said Scott Havens, the global head of digital at Bloomberg. Previously, Bloomberg just used automated software to pipe hundreds of stories onto the platform, and it wasn’t even even a top-10 source of referral traffic. Havens declined to provide raw traffic numbers.

“We’ve been seeing this nice uptick,” Havens said.

LinkedIn is still only relevant to a small slice of publishers. It drives less than half of 1 percent of all global referral traffic, according to Parsely, a share that has barely changed in the past year. And not every business publisher contacted for this story has seen its LinkedIn traffic grow, either — the Financial Times and Quartz, for example, remain flat.

But several have seen big gains, partly because LinkedIn has tried new ways to get content in front of readers. For example, when major stories about certain companies are published, LinkedIn has begun sending mobile push notifications to employees of those companies, driving up clickthrough rates.

It’s also helped that a handful of publishers now have platform-specific strategies for LinkedIn, a platform whose interest by publishers has waxed and waned.

Forbes — which has over 4 million followers on LinkedIn and is adding about 150,000 new followers per month — recently had a record month in April on the platform, with over 1 million clicks on its stories, according to Lewis D’Vorkin, Forbes’ chief product officer. This was nearly 120 percent more than the traffic it drove the previous April, he added.

D’Vorkin attributes a lot of that success to sharing aspirational, advice content that’s ripe for the LinkedIn audience. “We over-index, perhaps, on the right content for LinkedIn compared to Facebook,” he said. “People know Forbes is about success, not just in business and entrepreneurship, but in all sorts of ways. That’s so ripe for the LinkedIn audience.”

Elsewhere, Business Insider now reliably draws about 2 million clicks per month from the platform, though in a good month it can garner over 4 million. That’s not a lot for a publisher that gets over 55 million uniques a month, per comScore, but LinkedIn now drives more clicks for Business Insider’s finance coverage than Facebook does. That’s partly because LinkedIn’s audience, while quite a bit smaller than Facebook’s, is much more interested in that kind of information, according to Ashley Lutz, Business Insider’s deputy executive editor.

Business Insider, of course, also has a secret weapon in its founder and CEO, Henry Blodget, who drives traffic because of his 453,000-person following on LinkedIn, three times what he has on Twitter. “I’ve definitely gone to Henry before to see if he’ll share something on LinkedIn,” Lutz said.

The post Business publishers are enjoying traffic spikes from LinkedIn appeared first on Digiday.

Bloomberg is launching a 24-hour, 7-days-a-week news channel that streams exclusively on Twitter

If you’re glued to Twitter 24 hours a day, 7 days a week anyway, Bloomberg will soon be there for you at all hours of the day, every day of the week.

Twitter and Bloomberg have partnered to create a 24-hour streaming news service, currently unnamed and launching sometime in the fall, according to The Wall Street Journal. More details will be announced today during Monday’s NewFronts, an Interactive Advertising Bureau-organized extravaganza where digital media companies pitch themselves to advertisers. (Bloomberg is up at 3 p.m.)

Bloomberg, which already has 24-hour programming on plenty of other platforms from YouTube to Roku, will be producing original material for Twitter exclusively, and will also apparently incorporate video taken by Twitter users. From the Journal:

The channel, which has yet to be named and is expected to begin operating this fall, won’t simply rebroadcast footage from Bloomberg’s existing television operation, but will be made up of live news reporting from the news outlet’s bureaus around the world, as well as a curated and verified mix of video posted on Twitter by the social-media platform’s users.

The financial terms of the deal were not disclosed, though the streaming service will be ad-supported. (I asked a spokesperson to clarify and was told to wait for the 3 p.m. presentations.)

Bloomberg had already been working with Twitter since last year to livestreamed the presidential debates with Bloomberg. The continued partnership falls in line with Twitter’s doubling down on its value as a place for breaking news and live video.

In its first quarter earnings last week, Twitter reported some much-needed good news for the company on that front, saying that its “total ad engagement grew 139 percent year-on-year in the first quarter” (while the average cost per engagement “fell 63 percent year-on-year”). It also claimed to have reached more than 45 million unique viewers for more than 800 hours of live video through its various content partnerships, such as with the NFL for its Thursday night games (though that meaty partnership has since been snatched up by Amazon).

How Bloomberg Lens turns frictionless UX into revenue

 

If the goal of Lens is to improve the overall user experience online, how does that benefit Bloomberg?

Lens, through clever use of Postlight’s Mercury API and Bloomberg’s own business data, allows users to grab share price and other information on companies mentioned in an online article. The press release states:

“When Lens recognizes companies or people in an article, it automatically grabs data from Bloomberg and other sources about those objects and gently alerts the reader that there’s data to see. For instance, if you’re reading a story about Tesla from your favorite national newspaper and activate Lens, we’ll deliver additional data, context, and relevant news about the companies and executives named in the piece.”

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