Interview: what is kontextR PLUS?
An interview by Irmela Schwab (WuV) with Chris Eberl (founder kontextR)
What is kontextR PLUS +: What does it offer, what the normal version of the kontextR Technology can't?
The kontextR PLUS offer, as indicated in the name, stands for Plus content. Most online publishers such as the Süddeutsche Zeitung, FAZ or Welt call their paid items "Plus" because they are exclusive content for which the reader has to take out an online subscription, which is often subject to a fee.
With kontextR PLUS + will automatically recognize the appropriate keywords in all tens of thousands of free articles in the text on the publisher website, which can be optimally linked to Plus content. The link creates an enormous range.
Who is the offer aimed at?
kontextR PLUS + is aimed at website operators who offer paid content in the form of Plus articles and at the same time are free of charge to readers. From 1 million page impressions that a general or special interest publisher has in total per month, generates the kontextR Technology approx. 5.000 additional clicks in paid items or in the paywall.
What are the advantages: How much - financial - added value can it achieve?
For a publisher with 25 million PIs a month, that means up to 125.000 clicks and thus many new subscriber leads. Above all, these are relevant and high-performance leads. On the one hand, the reader finds himself in a thematic context - for example, he reads an article on the latest developments in the Corona virus - and is linked to exciting and further exclusive payment content on the same subject. On the other hand, the kontextR- Labeling in the form of a plus logo always clearly shows that the reader can access a paid item on the same domain. This means that no accidental clicks are generated.
On the website www.kontextr. Com /kontextr-plus we have provided a sales calculator that can be used to simulate the potential subscription income.
The big advantage: kontextR PLUS + is free of charge for the publisher because we work purely on a commission basis. That means only if a subscription lead is generated or completed. Thus, the publisher has no risk and saves a lot of money for a possible range purchase via Google & Co in order to win more subscriptions. Because 125.000 clicks on Google would cost around 50 euros per month with a click paste of approx. 60.000 cents.
Why is it that publishers do less online than offline - and how can the problem be solved?
There are many regional and national online traffic offers today, all vying for the little time and attention of the readers. In addition to bloggers, many new opinion leaders have established themselves via Facebook, Instagram, Twitch and YouTube, which compete strongly with the print editors. And these influencers are very approachable, authentic, even accessible in the most private way and see themselves as part of the community that they maintain day and night. A static product such as print continuously loses customers here over time.
What are the advantages and disadvantages of a payment barrier?
Readers recognize through payment barriers that the content is of different quality. The journalist's work is more appreciated. For many publishers, on the other hand, the digital subscription is the only chance of survival in the medium term. For the motivation of the editors themselves, it has the advantage that it is mentally easier for the editor to write higher quality content and not just quick snacks. It's a lot more fun to write a Plus article. What you usually notice. Because more time is allowed for quality journalism, which can finally pay off in the case of paid.
However, publishers are entering new territory when it comes to payment barriers. A paywall is nothing more than a shopping cart in an eCommerce shop. Shop owners spend a lot of money on tools and need very special know-how to lure customers to the site and make them buy. Publishers have to acquire these skills and upgrade them technologically, so to speak they are apprentices in online sales. Furthermore, customer loyalty is more difficult. Digital subscriptions can usually be canceled monthly, otherwise fewer readers would convert. This is good for the consumer, bad for the retention rate of the publishers, who now have to take care of existing customers far more intensively. Community management is also an opportunity for publishers.
What is the best way to combine paid and unpaid content to achieve maximum sales results? How helps kontextR Plus there?
The fact is: free articles are read far more than paid articles. However, since there are enough ad placement areas, many rely on a freemium model: free and paid articles are combined, increasingly also in the so-called Metered model. For example, the reader has 10 articles per month free of charge, then many articles are automatically presented to him as paid articles. Whether the metered value stands for a sales optimization at 2 like at Handelsblatt.de or at 10 like at SZ.de has to be tested individually.
In the equation, sales by much reach multiplied by the likelihood of buying in a plus shop helps kontextR PLUS + enormous to send many readers into the Paywall. Thanks to automated links in all articles targeted to plus texts, many thousands of additional clicks and thus new subscribers are generated every day. Advantage for the publisher, the effort is close to zero.
Are publishers on the right track in trying to monetize their content online?
Most publishers, especially local newspapers and special interest magazines, are planning to launch Plus, or have recently done so. That means not only making ePaper available, but real online articles with Paywall. Many are in wait and see how the market develops. The big brands are already there and some have been traveling for years. After initial teething problems and a lot of learning, most of them are on the right track.