The cluetrain manifesto (book excerpts

Levine, Frederick S.; Locke, Chris; Searls, David B.; Weinberger, David

doi:10.1145/334425.334443

Cited by 104 publications

(43 citation statements)

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Section: A New Scenario For a New Consumermentioning

confidence: 99%

“…Toffler (2006) argued that the activities of prosumers would define the direction of the so called "invisible economy". Levine et al (2000) highlight the transformation of passive consumers into active prosumers thanks to the web 2.0, while Tapscott et al (2001) used the term "prosumption" to define the behaviour of people whose knowledge and work add value to business networks in the Internet.In the information market, the new consumer access content immediately, from different media and places and at any moment. In addition, the new consumer has access to an unlimited amount of information, which grows exponentially, comes from very diverse sources, and is not always backed up by credible sources.…”

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Key variables in willingness to pay for online news content: The professionals’ perspective

Lazo¹,

Segura-Anaya²,

Oliván³

2017

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Key variables in willingness toThis article analyses the potential business models that can allow the sustainable survival of news media companies through a content payment system and aims to identify the key variables that can influence consumers' willingness to pay for online content. Methods: The study is based on in-depth interviews with professionals from the fields of communications, digital marketing and news companies, and on the review of scientific literature and reports issued by prominent organisations in the media and communications sector, concerning the commercialisation of online news content. Results: The study has confirmed that it is difficult to achieve the acceptance of a payment model for online content among Internet users, but also that it is possible to develop a model based on variables that determine the willingness of users to pay for online information. Discussion and conclusions: The success of a payment model for news content on the Internet is linked to its added value, which depends of four quality variables: specialisation, differentiation, exclusivity and accessibility. Translation by CA Martínez-Arcos (PhD in Communication, University of London) IntroductionSince the late 20 th century, the media and, in particular, the press have faced a systemic and economic crisis and have sought to establish a funding model that can allow them to survive on the Internet. The fall in advertising revenues, the need to re-invent, renew and digitise the newsrooms and the technological conversion of the news production processes, have placed the media in a complex economic situation, which is further complicated by the culture of "totally free content" to which many Internet consumers are accustomed. New digital media with engaging content emerge very often but die after just a few months due to lack of economic viability, while the traditional media that have already migrated to the Internet are testing payment models that, with limited exceptions, have failed and had a high cost in financial and image terms.The Internet has opened a whole new world of possibilities to consumers and has significantly modified the form to access information. The consumer of the 21 st century has access to an infinite catalogue of content that is renewed constantly, is highly specialised, and is available mostly free of charge, 24/7, wherever, whenever and however, thanks to mobile devices. This same consumer, who used to be, with a few exceptions, a passive receiver of messages, is now an active agent who comments, posts, shares and sometimes conditions content as never before.The objective of this research is to identify the key variables that determine the willingness of Internet users to pay for news content and the perceptions of the added value provided by those variables that can be decisive in the payment decision making process. The study considered the opinion of professionals in the digital communication market about the problem of the economic model that can sustain news media on the Internet. conten...

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Section: A New Scenario For a New Consumermentioning

confidence: 99%

mentioning

confidence: 99%

Key variables in willingness to pay for online news content: The professionals’ perspective

Lazo¹,

Segura-Anaya²,

Oliván³

2017

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“…Un consumidor diestro en las técnicas de marketing que pude que vea cierta publicidad hasta con agrado por la sofisticación del mensaje pero que es mucho menos influenciable en sus comportamientos de compra. Además Internet dota a este nuevo consumidor socioconsciente de una increíble herramienta para desarrollar su poder, como se puede observar en el Clue Train Manifesto (Levine, F. et al, 2000). Kerckhove expresa esa mutación al distinguir entre el Hombre masa, asociado a la televisión -todavía autónoma en su flujo, respecto a los impulsos del espectadorfrente al Hombre velocidad de las redes telemáticas que se siente empuñando la mostrabilidad del mundo: La nueva situación es bastante paradójica: mientras que todo se acelera alrededor de él, el hombre-velocidad puede permitirse ir más despacio.…”

Section: Consumidor Socioconscienteunclassified

Hacia una taxonomía del advertainment

Sáez¹

2011

IV Congreso Internacional Sobre Análisis Fílmico

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“…Pero lo que realmente está cambiando es la forma en que los consumidores están actuando frente a la oferta de las empresas. Las nuevas tecnologías han permitido a los usuarios de servicios y productos alcanzar un poder hasta ahora no conocido; la comunicación de las empresas, a través de la publicidad convencional, está claramente perdiendo eficacia; los impactos cada vez se dispersan más dentro del maremágnum de campañas que se ofrece a los potenciales consumidores; el mensaje resulta cada vez menos creíble; la opinión de cada uno de los consumidores tiene el mismo peso que el de la propia empresa, y lo que antes era un mensaje unidireccional, hoy es un diálogo entre compañías y usuarios, tal como pronosticó el Manifiesto Cluetrain (Levine et al, 2008). Por eso, más allá del periodo de crisis, e independientemente de ella, se abre una nueva realidad, en la que la competencia es y será cada vez más dura, compitiendo por nichos de mercado más reducidos y específicos, y en la que la comunicación se está convirtiendo en un instrumento diferenciador y fundamental para el éxito.…”

Section: Introductionunclassified

Comunicación estratégica integral frente a publicidad tradicional

Velasco

Rangel

2017

ADR

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The cluetrain manifesto (book excerpts

Cited by 104 publications

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Key variables in willingness to pay for online news content: The professionals’ perspective

Key variables in willingness to pay for online news content: The professionals’ perspective

Hacia una taxonomía del advertainment

Comunicación estratégica integral frente a publicidad tradicional

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