Ein „Spotify für Journalismus“? Eine ökonomische Perspektive auf abonnementbasierte anbieterübergreifende Plattformen im Journalismus

Wellbrock, Christian-Mathias

doi:10.5771/9783748907251-153

Cited by 1 publication

(5 citation statements)

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“…In addition, our study reinforces the positive impact of bundling as proposed by Brynjolfsson (1998, 1999) and further related to digital journalism by Wellbrock (2020a), showing that a subscription model that facilitates access to multiple news outlets contributes to an overall increase in journalism subscription sales.…”

Section: Discussionsupporting

confidence: 88%

“…"Bundle size" discerns between individual products and bundles. One of the variants considered includes a comprehensive bundle, providing users with access to text-based content from various national and regional publishers (a "Spotify for News"; Wellbrock, 2020a). Other product versions include bundles that present content from all regional or national publishers, or a combination of a single regional and national title, enabling us to determine whether smaller bundles also positively affect user perceptions.…”

Section: Methodsmentioning

confidence: 99%

“…A decentralised approach allows users to bypass publisher paywalls with a single sign-on solution. They could be a key feature for publishers, as they come at a much lower cost than centralised platforms and the content remains in the publishers' brand environments (Wellbrock, 2020a).…”

Section: Methodsmentioning

confidence: 99%

“…Assuming that there are many different goods in a specific market and consumer preferences are sufficiently independent across these goods, it may be beneficial to bundle as many goods as possible, because by increasing the bundle size, consumer willingness to pay will become more similar across consumers. When Netflix, for example, offers romantic comedies and science fiction content, we can assume that some consumers prefer one genre over the other (Wellbrock, 2020a). The demand for each individual product would therefore look like that seen in Figure 1(a).…”

Section: Theory Of Predictive Value Of Bundlingmentioning

confidence: 99%

“…Initial empirical results point towards the market appeal of these models (Wellbrock, 2020a). However, small sample sizes and methodological constraints have hindered the analysis of different consumer groups and broader market effects, such as the potential cannibalisation of print products.…”

Section: Introductionmentioning

confidence: 99%

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Bundling Digital Journalism: Exploring the Potential of Subscription-Based Product Bundles

Erbrich,

Wellbrock,

Lobigs

et al. 2024

MaC

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This study explores the potential of cross-publisher bundled offers as a strategy for increasing subscription sales in digital journalism. While innovative forms of bundling are an integral part of media distribution in music (e.g., Spotify) and film (e.g., Netflix), their adoption in digital journalism has been limited, despite research showing that bundled access to products can increase consumers’ willingness to pay, especially in younger target groups. Against this background, we conduct a choice-based conjoint analysis using data from a representative survey of the German online population (<em>n</em> = 1,542). Results show that bundling digital journalism has the potential to raise publisher revenues and subscription sales in digital markets. In particular, they highlight that a comprehensive, cross-publisher bundled offer, available at a fixed monthly rate, has the potential to stimulate digital journalism sales among different consumer groups in a relatively balanced way, including those who are typically more reluctant towards journalism. These findings align with the principles of information goods economics, which posit that maximising the size of digital content bundles often tends to be the most profitable distribution strategy. However, it is crucial to examine these findings in the context of the potential negative effects associated with this emerging business model in digital journalism, such as the cannibalisation of print subscriptions, diminished brand identification, and a possible imbalanced distribution of revenues.

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Section: Discussionsupporting

confidence: 88%

Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Theory Of Predictive Value Of Bundlingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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