Newspaper Content Policy and the Effect of Paywalls on Pageviews

How to maintain web traffic when your newspaper has a paywall

Since the early-2010s, newspapers have turned increasingly to paywalls as a way to monetize their digital content and maintain quality journalism. Yet this strategy has led to a steep drop in their web traffic.

In the February issue of the Journal of Interactive Marketing, Ho Kim, Reo Song, and Youngsoo Kim offer insights into why online newspapers lose readers and how they can avoid doing so. It turns out that online newspapers thinking of rolling out a paywall can predict its effect on their pageviews by looking at their readers and content.

If newspapers with a relatively conservative readership set their paywall price too high, then they will lose substantially more readers than a more liberal one. This means that owners of conservative newspapers may wish to set their paywall price lower.

Kim, Song, and Kim also make the point that there are a variety of equally important factors as political slant: although it is true that more stories about business/economics increase page views, competitive reactions, content relevant to readers, and the uniqueness of published content need to be considered when introducing a paywall.

Until March 14, you can read the article for free here.

The Future of Online Shopping? 3D Virtual Reality Stores

Would consumers be willing to purchase big-ticket and large luxury items if they were able to interact with those items in a playful 3D virtual environment? Yes, say Hyo Jeong Kang, Jung-hye Shin, and Kevin Ponto in the March issue of Journal of Interactive Marketing. A 3D shopping experience gives consumers a more playful and life-like interaction with a product, allowing them to get a clearer visual of objects.

Their article “How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness” explains why consumers are more willing to buy expensive, large items online if presented with a 3D environment.

Kang, Shin, and Ponto, however, explain that not only the 3D environment is important: playfulness and informativeness are also needed for consumers to purchase big ticket items online.

Until March 14, you can read the article for free here.

The February Issue is here!

The February issue of the Journal of Interactive Marketing is now available!

For a short time, full text access to the journal is available.

The journal features a wide range of articles that will be of interest to those working and researching the fields of digital marketing. Articles include:

A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing
Laurent Busca, Laurent Bertrandias

What You Feel, Is What You Like: Influence of Message Appeals on Customer Engagement on Instagram
Robert Rietveld, Willemijn van Dolen, Masoud Mazloom, Marcel Worring

Newspapers' Content Policy and the Effect of Paywalls on Pageviews
Ho Kim, Reo Song, Youngsoo Kim

How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness
Hyo Jeong Kang, Jung-hye Shin, Kevin Ponto

A Transaction Utility Approach for Bidding in Second-Price Auctions
Serdar Sayman, Yalçın Akçay

Effects of Disclosing Influencer Marketing in Videos: An Eye-Tracking Study Among Children in Early Adolescence
Eva A.van Reijmersdal, Esther Rozendaal, Liselot Hudders, Ini Vanwesenbeeck, Veroline Cauberghe, Zeph M.C. van Berlo

Whose Algorithm Says So: The Relationships Between Type of Firm, Perceptions of Trust and Expertise, and the Acceptance of Financial Robo-Advice
Carlos J.S. Lourenço, Benedict G.C. Dellaert, Bas Donkers

Professors Institute

From Privacy to A.I.: The Professors Institute 2020

The annual Professors Institute, sponsored by The Brierley Institute for Customer Engagement at SMU Cox School of Business and Marketing EDGE, took place from January 8 -10 in Dallas.

The conference brought together early-career academics, senior faculty and experienced marketing practitioners in a rich exchange of ideas, insights and cutting-edge practices.

Speakers and attendees focused on some key topics, including: the rise of the experience and platform economy, consumer security and the challenges of developing engaging curricula in the face of a hyper-changing marketing world. Attendees are also afforded the opportunity to receive grants for their research projects.

Academic speakers included: Professor John Deighton (Harvard Business School), Charlotte Mason (University of Georgia), Shelle Santana (Harvard Business School). They spoke on a variety of topics from how to teach analytics and the importance of staying current to a case study on the Chase Sapphire Credit Card.

Attendees visited the brand-new American Airlines headquarters, called Skyview 8, which opened in September last year.

The space is designed to bring employees together, and, notably, you can see the cubicles of executives such as CEO Doug Parker and President Robert Isom when you enter the building.

Industry speakers from Toyota, TGI Fridays, Synchrony Financial, GameStop, Southwest Airlines, Brierley + Partners, Jester&Genius, and Epsilon Agency + Publicis Hawkeye spoke about:

  • Data-driven marketing
  • Marketing analytics
  • Consumer security
  • The role of marketing with A.I.
  • Belief-driven buying
  • Experience orchestration

What makes a successful marketing graduate

Speakers focused on what it takes to be successful in today’s business world, saying that marketing graduates must understand data. They also said, however, that without the ability to communicate the business value of data, then graduates will struggle to move outside a role in analytics.

In short, corporate speakers stressed that today’s marketeers needs to be nimble and adaptive.