If evidence that one solution does not fit all was needed, let’s just take a look at the online subscribers numbers in Portugal. So, you think a paywall will do?
These are the newspapers and magazines that adopted a online subscription model, none of them being too closed, we can still see most of the stories online. What else do they offer behind the wall? I honestly don’t know. Followin the number of subscribers is the number of copies sold on average in the first 6 months of 2011, except when noted.
A funny thing happened while collecting these numbers, mostly from articles on their own websites: they all boasted rises and superiority over the competition. It’s perfectly acceptable and understandable as a marketing strategy, but there’s nothing to boast about, overall sales are dropping. The last bit of information is the number of unique visitors to their website.
So, as you can see, there is a residual number of subscribers compared to the total number of newspaper buyers and unique visitors. Different markets require different strategies, and paywalls do not seem to be the solution for Portuguese media. Do you agree? Or maybe we could all make this test.
Data taken from here and here.
sources | fontes: APCT, Jornal de Negócios
Latest circulation data made available for portuguese newspapers reflect the global trend of declining sales. Finance editions increase number of copies though. Is it the crisis?
The Portuguese Circulation Control Association (APCT) revealed this week the circulation numbers regarding the first six months of the current year. Comparing to the same period last year, the picture is quite grim: most newspapers have decreased their sales, apart from the specialized financial editions that had a rise in demand. The overall drop in the portuguese market reaches the 7,6%.
The most notorious decrease in sales belongs to Diário de Notícias, that “stopped investing in promotional marketing last March, in a cost reduction strategy to face the difficult economical moment worldwide press is going through“.
Comparing the January/June window of ’08 with 2009’s, there were sold, in average, less 26 174 newspaper copies, daily.
Os últimos dados das tiragens de jornais portugueses reflectem a tendência global de quebra nas vendas. As edições financeiras, no entanto, subiram o número de exemplares. Será da crise?
A Associção Portuguesa de Controle de Tiragem (APCT) revelou esta semana os números referentes aos primeiros seis meses deste ano. Comparando com o mesmo período do ano passado, o quadro é bastante negro: a maioria dos jornais diminuiu as suas vendas, com excepção das publicações financeiras, que tiveram um aumento na procura. A quebra global do mercado português atinge os 7,6%.
A descida mais notória é a do Diário de Notícias, que “em Março deixou de investir em marketing promocional numa estratégia de redução de custos face ao difícil momento económico que está a afectar a imprensa a nível mundial“.
Relativamente ao período de Janeiro/Junho de 2008, em 2009 venderam-se, em média, menos 26 174 jornais por dia.