Paid reading: Who will pay for the text in an age of information overload

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The most basic attribute of the Internet is freedom, openness and sharing. Although the present, whether it is music, film, video, Internet literature and other valuable content, all tend to charge, but the free model is still an important supplement. Or, the domestic Internet content has not completely evolved from a primary model that relies on free breeding habits to a higher stage. In such a situation, the trend against the line to pay for reading, seems to be contrary to the mainstream.

Recently, it has become a hot topic to test the paid reading function. Given the growing popularity of the public, even the addition and deletion of a small feature will affect the survival of thousands of public numbers and the user's reading experience. The previous microblog, blogs and even watercress reading began to test the water paid to read, it seems to develop into a strong suction function. So the question is, who will pay for the text in this era of information overload?

Pay-reading Giants are showing fangs

Pay-as-you-read is currently under test, which means you may be charged for reading the article within. Specific operating conditions are: to provide free reading content of 200 words, the rest of the need to pay for reading, the payment amount is limited to between 0 to 200 yuan. The public number of the author decides whether or not to set up a fee. It is undeniable that, because of the unmatched influence of the moment, this function has been exposed, and even questioned. Users who have been accustomed to reading public articles for free are criticizing.

But in fact, it's not the first online media platform to pay for the read feature. Previously, Weibo, blogs, watercress reading and so on have already practiced this function. As far back as 2011, when China's independent bloggers were still in a scarce, single-profit model, Nanyi began selling blog posts. At the end of 2013, watercress read began to make a pay column. The top three columns are free by default, and subsequent content is self-determined by the author when it becomes paid. The split between the watercress and the columnist is 3/7 Open.

In August 2014, when the microblog was tested and rewarded, it began to test the function of "paid reading" in a small area. Even abroad, also opened the wave of paid reading. Last March, the New York Times, the Wall Street Journal and the Washington Post signed an agreement with Blendle BV, the online news payment platform, to allow Dutch readers to buy a single report on the three newspapers online. In terms of partitioning, publishers will draw 70%, leaving the Blendle company.

The pay-for-reading feature is similar to those of the Giants ' practice, though not innovative, and it's not as fit as the free-for-all trend. Moreover, the paid reading of these media platforms differs markedly from the payment of Internet literature. The latter mainly relies on the fun of the series, causing readers to read interest, and then pay, and the price is very low, thousand words only two or three cents. In contrast, the former mainly relies on high-quality single article to obtain income, to the public reputation, brand as attractive, so that readers generate pay-reading impulse.

Paying for reading is just a joke! Fan economy is the current mainstream

For media platforms, the ability to turn on paid reading is a steady win, after all, it's one of the business models they're trying to make a profit. The media platform wants to earn a full bowl of money by dividing it with the author, public number, etc. But until now, the pay-for-reading feature is still in the awkward position. The biggest weakness is that there are too few users to pay for the text, which leads to a low payoff for paid reading.

Weibo official data center released the "2015 Weibo user Development Report" data show: January 2015 to November, micro-Bo paid to read the transaction amount of 29.307 million yuan, the average income of nearly 130,000 yuan per author. Nearly 30 million of the money, for the average person, is a large amount of money, but for the microblog such a giant, is simply a "face" number. While the average author's income is close to 130,000, it seems to be good, but it also means that only more than 200 authors get tangible benefits. This figure is almost negligible compared to a large group of Weibo authors.

Even early on the test of water paid reading function, and the dissemination of strong micro-bo so, other platforms in this function of the benefits can be imagined. In the final analysis, users do not develop the habit of paying for a single article. and the micro-broad V, the public number of operators are also happily constantly updated high-quality articles, because they mostly rely on sideline to make money, writing is only their tool to attract readers.

For example, the famous Luo thought, in 2014 alone, the moon cakes sold 40,000 boxes, said to kill Starbucks Moon cakes online sales. In June, 8000 sets of 499 yuan of book gift package in 90 minutes by the second kill. And at the end of 2014 sold 75 tons of rice, more than 2000 jumping eggs. Last year, the idea of thinking in the public claims revenue is expected to exceed 150 million yuan. As a result, last October, the series thought of completing the B-round financing valuation of 1.32 billion yuan. And Luo's thinking is a typical fan economic practitioner, the followers are countless.

Rough pay is doomed to slow progress to open up new models imminent

Prior to the reward function, the user's pay habits have not formed a direct impact. After all, the user can decide whether to pay the reward after reading the article. If you do not want to spend money, the article again excellent, will not produce direct benefits. And the appearance of pay function, it is completely changed the user's "three views". Want to read the article? Pay! Users who are accustomed to free articles will certainly not be able to accept them.

While rewards and paid reading are good policies and rules for the public, the author, and so on, it is really not going to play in the present. This is an era of information overload, no one's information, articles are indispensable, users can choose to read other messages and articles. And there is no first, Wu no second, your article is excellent, there will always be a substitute--not to mention that others are free.

Pay-per-view is a simple and crude way to become mainstream in the future, but not in the present. Let the user readily accept and take out shining white silver to read the article, think a little too good. Therefore, the opening up of a new model is imminent. Whether it is the fan economy mentioned above, or advertising mode, or other, the most basic point is-to let users pay the willing to pay, rather than have a serious resistance mentality. (New discoveries of science and Technology, Constantine/Wen)

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Paid reading: Who will pay for the text in an age of information overload