Ubuchwepheshe BokukhangisaUkukhangisa OkuqukethweI-imeyili Marketing & AutomationSesha MarketingI-Social Media & Influencer Marketing

Abashicileli: Ama-Paywalls Adinga Ukufa. Kunendlela Engcono Yokwenza Imali

Ama-Paywall aseyinsakavukela ekushicilelweni kwedijithali, kodwa awasebenzi futhi adala umgoqo emshinini wokunyathelisa wamahhala. Kunalokho, abashicileli kufanele basebenzise ukukhangisa ukuze benze imali ngeziteshi ezintsha futhi banikeze abathengi okuqukethwe abakulangazelelayo mahhala.

Emuva ngeminyaka yawo-90s, lapho abashicileli beqala ukuhambisa okuqukethwe kwabo ku-inthanethi, kwavela amasu anhlobonhlobo: izihloko ezinkulu kuphela kwabanye, izinhlelo eziphelele kwabanye. Njengoba bakha ubukhona bewebhu, kwavela uhlobo olusha ngokuphelele lokushicilelwe kwedijithali kuphela noma okokuqala kwedijithali, okuphoqe wonke umuntu ukuthi angenele kudijithali ukuze aqhudelane. Manje, ngisho nakubashisekeli bemboni, izinhlelo zokuphrinta sezicishe zaba inkundla yesibili yobukhona bazo bedijithali obugcwele.

Kodwa njengoba ukushicilela kwedijithali kuye kwavela eminyakeni engu-30 edlule, into eyodwa iseyinselelo ekhathazayo—ukwenza imali. Abashicileli baye bazama izindlela ezihlukahlukene, kodwa eyodwa ibonakale ingasebenzi emhlabeni wonke: izindonga zokukhokha.

Namuhla, abashicileli abaphikelela ekukhokhiseni okuqukethwe abaqondi ngokuphelele ukuthi ukusetshenziswa kwemidiya kushintshe kanjani emhlabeni jikelele. Manje, ngezinketho eziningi, okuhlanganisa ividiyo yokusakaza abanye abayithola iphoqa kakhulu, yonke imodeli yemidiya isishintshile. Abantu abaningi bathola imidiya yabo emithonjeni ehlukahlukene, kodwa bakhokhela eyodwa noma emibili kuphela. Futhi uma ungekho phezulu ohlwini, awuholi. Akuyona indaba yokuthi okuqukethwe kwakho kuyafaneleka noma kuyathakazelisa noma kuhlobene. Ingxenye yenkinga yesikhwama semali. Akwanele nje ukuhambahamba.

Eqinisweni, idatha iqinisekisa ukuthi abantu abafuni ukukhokhela okuqukethwe.

Ama-75% amakhulu we-Gen Z kanye neMillennials asevele asho ungakukhokheli okuqukethwe kwedijithali—bayithola emithonjeni yamahhala noma cha nhlobo. Uma ungumshicileli one-paywall, lokho kufanele kube izindaba ezithusayo.  

2021 Digital Publishing Consumer Survey

Eqinisweni, umuntu angaphikisa ukuthi ama-paywall ayisithiyo sangempela senkululeko yokushicilela sonke esiyithande kangaka kuleli zwe. Ngokuphoqa abathengi ukuthi bakhokhele okuqukethwe, kuvimbela labo abangakwazi noma abangeke bakhokhe ekufinyeleleni izindaba nolwazi. Futhi lokhu kuthinta kabi lonke uchungechunge lwamanani emidiya—abashicileli, izintatheli, abakhangisi kanye nomphakathi.

Kuthiwani uma, ekuthuthukisweni kwethu kwemidiya yedijithali, bekungadingeki ukuthi size nento entsha, njengama-paywall, phela? Kuthiwani uma iziteshi zethu zezindaba ze-TV zasendaweni bezinakho ngaso sonke isikhathi? Vele uqalise ezinye izikhangiso ukuze usekele ukudalwa nokusabalalisa okuqukethwe.

Ungase ucabange ukuthi lokho kuzwakala njengokulula. Ukuthi awukwazi ukusekela ukushicilelwa kwedijithali ngesibhengezo nje noma izikhangiso zomdabu ku-inthanethi. Lokho kuhlalisana nosesho kudonsa imali eningi etholakalayo yezikhangiso, akusekho okwanele kubashicileli abazimele.

Ngakho-ke, iyiphi enye indlela engcono? Ukwenza imali ngeziteshi zokubandakanya wena ukulawula, njenge-imeyili, izaziso zohlelo lokusebenza nezinye izinhlobo zemiyalezo eqondile. Ngokunikeza ama-imeyili angakhokhelwa nokubhaliselwe okuphushwayo, nokwenza imali ngalabo abanokukhangisa komkhiqizo ngaphakathi, abashicileli bangakwazi ukugcina izethameli zabo zibandakanyekile kuyilapho beqhuba imali entsha engenayo.

Izindaba ezinhle ukuthi idatha ibonisa ukuthi abathengi bavulekele lolu hlobo lokwenza imali.

Cishe aba-3 kwaba-4 bathi bangathanda ukubona izikhangiso futhi bathole okuqukethwe mahhala. Futhi kubashicileli abathintekayo ababhalisile babo bazocasulwa izikhangiso eziku-imeyili noma ngokucindezela, idatha ibonisa okuphambene: cishe 2/3 bathi abakhathazeki nhlobo noma abaziboni ngisho nezikhangiso.

2021 Digital Publishing Consumer Survey

Okungcono nakakhulu, iningi labathengi bedijithali bathi bazibandakanya nezikhangiso kumawebhusayithi abashicileli. Cishe u-65% weGen Z kanye no-75% Weminyaka Eyinkulungwane bathi bazochofoza izikhangiso ezincwadini zezindaba ze-imeyili uma bethemba umthumeli, futhi u-53% we-Gen Z kanye no-60% weMinyaka Eyinkulungwane uvulekele izikhangiso ezazisweni zohlelo lokusebenza—inqobo nje uma zenzelwe umuntu siqu.

Kubashicileli abafuna ukwandisa indlela yabo yokwenza imali futhi bakhulise imali engenayo, ukwakha ubudlelwano obungu-1:1 nokuletha okuqukethwe komuntu siqu eziteshini abazilawulayo kuwutshalomali olungcono kakhulu—futhi olusebenza kangcono—kunodonga lokukhokha.

Abathengi bafuna ukuthola okuqukethwe kwakho. Futhi bazimisele ukukhokha intengo ngendlela yokubona izikhangiso ukuze bazithole mahhala. Ngokusebenzisa isu eliqinile lokwenza imali usebenzisa imidiya efana nezincwadi zezindaba ze-imeyili kanye nezaziso zohlelo lokusebenza, ungabanikeza abakufunayo ngaphandle kwemigoqo engadingekile yokungena endleleni.

Landa inhlolovo Yabathengi Yokushicilela Kwedijithali yango-2021

UJeff Kupietzky

UJeff usebenza njenge-CEO ye Jeeng, inkampani yezobuchwepheshe esiza izinkampani zenze imali ngezincwadi zezindaba zazo ze-imeyili ngokuqukethwe okunamandla. Isikhulumi esivamile ezingqungqutheleni ze-Digital Media, uphinde wavela ku-CNN, CNBC, nakumagazini wezindaba eziningi kanye nebhizinisi. UJeff uthole i-MBA ehluke kakhulu e-Harvard Business School futhi waphothula u-Summa Cum Laude nge-BA in Economics e-Columbia University.

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