subscriptions

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WSJ vs. Subscribers

May 30, 2009 in Business, Journalism, problems, VRM | 10 comments

I’ve been a Wall Street Journal subscriber since the 1970s. I still am. The paper shows up at my doorstep every day.

I’ve also been a subscriber to the Journal online. It costs extra. I’ve gladly paid it, even though I think the paper makes a mistake by locking its archives behind a paywall. (Sell the news, give away the olds, I say.)

I’d still be glad to pay it, if the Journal made it easy. But they don’t. No paper does, far as I know. In fact very few media make it easy at all to give them money for their online goods.

As it happens, my Journal online subscription just ran out. To fix matters, the paper’s site prompted me not to renew, but to update my credit card. So I went through the very complicated experience of updating that data, with the form losing most of the data each time I had to fill in a blank missed on the last try. (Why separate house number from street name?) In the midst it wouldn’t take my known password, and I had to have them do the email thing, through which I got to create a new password after clicking on a link in an email sent to me by the WSJ “system.” Even after doing that, and getting the new credit card info in there, and everything seemed to be fine (no more mistakes noticed on the form)… I can’t get in.

Did the payment go through? I have no idea. The credit card, from Chase, also has an impossible website. I don’t even want to go there.

In any case, I can no longer get in. At the top of the login page, it says “Welcome, Doc Searls.” Below that it tells me to log out if I am not myself. And below that it says

Your Current Subscription(s)
None

I can still access my Personal Information, which includes rude questions about my income, the number of people in my organization and how many stock transactions my household made in the past 12 months. Earth to Journal: Readers hate filling out shit like that. Why put readers over a grill like that? Does it really help sales? Please.

Okay, between the last paragraph and this one I somehow got far enough into the site to actually read some stuff. Specifically, this Peggy Noonan piece, and this PJ O’Rourke piece. In the midst of hunting those down, search results that failed said this:

No Information Available

Your subscription does not include access to this service.

If you have any questions please call Customer Service at 800-369-2834 (or 609-514-0870) or contact us by e-mail at  onlinejournal at wsj.com. Representatives are available Monday-Friday from 7 a.m. to 10 p.m. & Saturday from 8 a.m. to 3 p.m. (ET). Subscribers outside the United States, click here.

Good gawd.

Why put readers through #$%^& ordeals like these? Not to mention a website that’s already cluttered beyond endurance.

Because it’s always been done this way, they say. “Always” meaning “since 1995.”

Actually, it’s gotten worse in recent years, all the better to drag eyeballs across advertising, and to maximize the time readers spend on the site.

Hell, I’ve been on the WSJ site for the last hour, hating every second of it.

We can do better than this. I say we, because I have no faith at all that the Journal, or any of the papers, will ever fix problems that have been obvious for the duration. The readers are going to have to tell them what to do. And I mean all of them at once. We need one basic way to interact with media and their systems for accepting payments. Not as many different ways as there are media, all of them bad.

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Can journals live on subscriptions?

March 28, 2009 in Journalism, problems, VRM | 13 comments

Some do. My long-time favorite magazine is The Sun. I bought one of the first issues Sy Safransky sold on Franklin Street in Chapel Hill, in 1974, and found myself writing regularly for the magazine for several years after that, watching it improve with every issue.

Back near the turn of the 80s, Sy and his staff decided to improve the magazine by getting rid of advertising. They did that by becoming a non-profit; but that was secondary to the main purpose, which was to become an instrument for readers and writers, and not of one for advertisers. In other words, advertising was beside the magazine’s journalistic points. The Sun publishes for readers, and readers pay the magazine for good writing. Not surprisingly, The Sun’s subscribers are highly involved, contributing an abundance of letters, plus my favorite section: Readers Write (on a different topic every month).

My point is that it’s possible to have an excellent journal that lives on subscriptions, which are a value-for-value exachange. In the VRM community we propose another: PayChoice, which I wrote about in my last post. The idea here is for readers (or listeners, or viewers) to pay any amount for anything they like. The price is not under the seller’s control. Nor are other forms of signalling by the customer.

Direct support from readers (or listeners, or viewers) matters more and more for media where advertising contributes less and less. I’ve been thinking about this lately, as I contemplate a world with fewer (or no) newspapers and many fewer magazines.

Both newspapers and magazines have been supported in most cases primarily by advertising and secondarily by subscriptions. When print publications need to cut overhead, it’s the writers who get cut. Sometimes whole sections go away. The Boston Globe killed its Northwest section last week. Far as the Globe is concerned, where we live is now West. And how long will that last?

I pay the same for the Globe every week, but they deliver less and less, because their advertisers are buying less and less space. Yet I don’t read the Globe for the ads. I read it for the writing, the editorial content. Would I pay more, to take up the slack? Or would I look for the Globe to cut overhead other than just editorial? The latter, I would think. Still, either way, I’m a paying customer.

As a paying customer with an interest in seeing the Globe survive, I would like to know what the costs of producing the paper itself are. What are the costs of printing and distributing the paper? And what are the costs just of editorial? Never mind advertising for a minute, and what it buys. Just tell me what it costs to support the editorial staff, and to put the paper up online.

What would I have to pay if there were no advertising?

I’d ask the same of magazines.

Just fact-seeking here.

Where I’m going is toward where The Sun is today. I’d like to help publications survive by subscriptions and other forms of direct payment, rather than by advertising.

I’m not against advertising here. I’m just trying to pull the topics apart so they’re easier to discuss.

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