Comments on: Foursquare and the Paywall Model http://www.laurenafernandez.com/blog/foursquare-and-the-paywall-model/ Fri, 16 Apr 2010 21:32:46 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: @jaykeith http://www.laurenafernandez.com/blog/foursquare-and-the-paywall-model/comment-page-1/#comment-3280 @jaykeith Wed, 14 Apr 2010 18:56:50 +0000 http://www.laurenafernandez.com/blog/?p=1356#comment-3280 Everyone should be looking at Financial Times and examining their moves, because they're doing so many things the right way. <br><br>One of the things that I haven't seen mentioned here is the type of specific targeting that this type of partnership offers FT's advertisers. They know what demographic is using Foursquare, and they know that that same demographic is going to be at financial and educational institutions, etc. That's very powerful for advertisers looking to attract and cater to that audience. <br><br>Like Lauren mentioned, it's very "niche" but it's also likely to be higher income, educated, young, etc. Advertisers can capitalize on that by working with FT to customize ads that just those people that come in through these areas see. It's a potential boon depending on how quickly it's adopted and how popular it becomes. Part of advertising is finding the right audience and then hammering home the message - by doing this type of partnership, FT can sell this target demographic with confidence. <br><br>At the end of the day you still have to drive traffic, but they can accomplish two things here: expand their readership to a younger audience not yet exposed to them (expanding potential subscribers, either now or down the road), and also get those readers to look at very targeted, niche ads that can come at a premium price. <br><br>Either way, a win/win for the very innovative and talented team at FT. Everyone should be looking at Financial Times and examining their moves, because they're doing so many things the right way.

One of the things that I haven't seen mentioned here is the type of specific targeting that this type of partnership offers FT's advertisers. They know what demographic is using Foursquare, and they know that that same demographic is going to be at financial and educational institutions, etc. That's very powerful for advertisers looking to attract and cater to that audience.

Like Lauren mentioned, it's very “niche” but it's also likely to be higher income, educated, young, etc. Advertisers can capitalize on that by working with FT to customize ads that just those people that come in through these areas see. It's a potential boon depending on how quickly it's adopted and how popular it becomes. Part of advertising is finding the right audience and then hammering home the message – by doing this type of partnership, FT can sell this target demographic with confidence.

At the end of the day you still have to drive traffic, but they can accomplish two things here: expand their readership to a younger audience not yet exposed to them (expanding potential subscribers, either now or down the road), and also get those readers to look at very targeted, niche ads that can come at a premium price.

Either way, a win/win for the very innovative and talented team at FT.

]]> By: jjaime http://www.laurenafernandez.com/blog/foursquare-and-the-paywall-model/comment-page-1/#comment-3278 jjaime Tue, 13 Apr 2010 06:21:38 +0000 http://www.laurenafernandez.com/blog/?p=1356#comment-3278 Accurate because you can track down who has checked in and who is reading your content. With profile names and probably with all this listening tools getting better you can complete the profile for this person with some quick searches. <br><br>The game part is good for some, but not for all. I think it will lose more importance in the future. But the benefit, at least for a few is still there. <br><br>The point is that this experiment could get better as tools more specialized than foursquare appear. Tools that are aimed at help people shop through newspapers, shoes and food, etc. Foursquare is one step towards that, but not even close to what it will be in some years. Accurate because you can track down who has checked in and who is reading your content. With profile names and probably with all this listening tools getting better you can complete the profile for this person with some quick searches.

The game part is good for some, but not for all. I think it will lose more importance in the future. But the benefit, at least for a few is still there.

The point is that this experiment could get better as tools more specialized than foursquare appear. Tools that are aimed at help people shop through newspapers, shoes and food, etc. Foursquare is one step towards that, but not even close to what it will be in some years.

]]> By: Tim Jahn http://www.laurenafernandez.com/blog/foursquare-and-the-paywall-model/comment-page-1/#comment-3277 Tim Jahn Tue, 13 Apr 2010 06:16:10 +0000 http://www.laurenafernandez.com/blog/?p=1356#comment-3277 "It's a platform that can distribute the data based on location in either wifi or 3g"<br>Agreed.<br><br>"It gives accurate data of who the readers are and hence some sort of insight to how to develop strategies and tactics for them. "<br>Accurate? Where's your data on that?<br><br>"It also has the game model that can work as a motivator for people to check in and earn badges or extra offers."<br>I don't think a game is necessary to access content you like. I access content I like every day without playing games. “It's a platform that can distribute the data based on location in either wifi or 3g”
Agreed.

“It gives accurate data of who the readers are and hence some sort of insight to how to develop strategies and tactics for them. “
Accurate? Where's your data on that?

“It also has the game model that can work as a motivator for people to check in and earn badges or extra offers.”
I don't think a game is necessary to access content you like. I access content I like every day without playing games.

]]> By: jjaime http://www.laurenafernandez.com/blog/foursquare-and-the-paywall-model/comment-page-1/#comment-3276 jjaime Tue, 13 Apr 2010 06:14:38 +0000 http://www.laurenafernandez.com/blog/?p=1356#comment-3276 Advantages: It's a platform that can distribute the data based on location in either wifi or 3g<br>It gives accurate data of who the readers are and hence some sort of insight to how to develop strategies and tactics for them. It also helps add a name to the person clicking. Not sure if all of this is ethical though. <br><br>It also has the game model that can work as a motivator for people to check in and earn badges or extra offers. Advantages: It's a platform that can distribute the data based on location in either wifi or 3g
It gives accurate data of who the readers are and hence some sort of insight to how to develop strategies and tactics for them. It also helps add a name to the person clicking. Not sure if all of this is ethical though.

It also has the game model that can work as a motivator for people to check in and earn badges or extra offers.

]]> By: Tim Jahn http://www.laurenafernandez.com/blog/foursquare-and-the-paywall-model/comment-page-1/#comment-3275 Tim Jahn Tue, 13 Apr 2010 06:10:18 +0000 http://www.laurenafernandez.com/blog/?p=1356#comment-3275 What are the advantages? I've yet to see any. What are the advantages? I've yet to see any.

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