Maioria dos grandes jornais dos EUA tem sistemas de assinaturas
Autor: Sergio Kulpas | Publicado: 2016-04-05T14:58:00-03:00

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Uma nova análise do American
Press Institute, realizada com 98 jornais diários com circulação diária
combinada (impresso, digital e edições patrocinada) acima de 50.000, indica que
77 desses jornais (79%) usam algum sistema de assinatura digital. O estudo feito
pelo doutor Alex T. Williams mostra ainda que há muitas variantes entre os
sistemas adotados.



O modelo “metered” (com número variável de acessos gratuitos) é o mais
adotado por publishers americanos – 62 jornais pesquisados usam “medidores” de
acesso. Na outra ponta, estão três jornais -- The Wall Street Journal, Honolulu
Star-Advertiser e Newsday – que usam “hard paywall”, onde a assinatura é
obrigatória para acessar a maioria do conteúdo.



Os outros 12 jornais incluídos no estudo usam o modelo “freemium”, onde
a maior parte do conteúdo é de acesso gratuito e apenas alguns itens “premium”
exigem pagamento pelo acesso.









Estratégia recente

Na maior parte dos jornais, os sistemas de assinatura digital são
recentes: 71 entre 77 planos de assinaturas foram lançados nos últimos cinco
anos.









Variações regionais

Há uma grande variedade de preços nas assinaturas digitais de acordo com
o estado e a região dos EUA. De modo geral, o preço médio semanal de uma
assinatura digital é de US$ 2,97 para os “metered”, US$ 3,52 para “freemium” e US$
4,43 para o modelo “hard paywall”.









O tamanho importa

Apenas 64% dos jornais com circulação diária acima de 250.000 têm planos
de assinatura digital (incluindo os jornais com “hard paywalls”). Os jornais
maiores também são aqueles com assinaturas mais caras.





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