{"id":17221,"date":"2022-10-05T17:52:52","date_gmt":"2022-10-05T15:52:52","guid":{"rendered":"https:\/\/journalift.org\/?p=17221"},"modified":"2022-10-06T11:27:43","modified_gmt":"2022-10-06T09:27:43","slug":"svi-nacini-na-koje-izdavaci-koriste-bilten-za-povecanje-broja-clanova-koji-placaju","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/svi-nacini-na-koje-izdavaci-koriste-bilten-za-povecanje-broja-clanova-koji-placaju\/","title":{"rendered":"Svi na\u010dini na koje izdava\u010di koriste newsletter za povec\u0301anje broja \u010dlanova koji plac\u0301aju"},"content":{"rendered":"\n

Mejlovi su toliko va\u017eni za \u010ditaoce, da ih izdava\u010di vesti koji su fokusirani na prihod vide kao gradivni blok svoje strategije.<\/p><\/blockquote>\n\n

\u201eSludo je koliko je to zastarelo\u201c, ka\u017ee jedan ispitanik u \u010dlanku Nw York Times-a o kori\u0161c\u0301enju mejla za komunikaciju pod naslovom “<\/span>Da li bi Generacija Z mogla da oslobodi svet od mejla<\/span><\/a>“?<\/span><\/p><\/p>\n\n

Da, ludo je. Ali, ludo na dobar na\u010din. Ina\u010de, NYT se tako\u0111e oslanja na mejlove kada je u pitanju strategija digitalne pretplate. (Oni vide newsletter kao stvaranje navike i guraju pretplatnike ka njima, da podstaknu zadr\u017eavanje).<\/span><\/p><\/p>\n\n

Imejl<\/span><\/a> postoji vec\u0301 neko vreme. Mnogi pametni \u201eljudi iz digitalnih medija\u201c veruju da c\u0301e opstati jo\u0161 neko vreme.<\/span><\/p><\/p>\n\n

Nema rasprave o tome – ovo je novo zlatno doba za newslettere. Renomirani medijski kolumnista Dejvid Kar je 2014. napisao da je<\/span> smrt imejl newslettera preuveli\u010dana<\/span><\/a>.<\/span><\/p><\/p>\n\n

U toj kolumni, Kar citira D\u017eejsona Hir\u0161horna, izvr\u0161nog direktora digitalnog kustosa ReDef-a: \u201eImejl je tehnologija stara 40 godina koja ne nestaje iz veoma dobrih razloga \u2013 to je buba\u0161vaba interneta. To je savr\u0161eno rezimiranje.<\/span><\/p><\/p>\n\n

U poslednjih nekoliko godina, gde god sam tra\u017eio uvid u stvaranje odr\u017eivog prihoda od \u010ditalaca, i newsletteri su skoro uvek bili me\u0111u tri najvec\u0301e stvari na koje se treba fokusirati.<\/p>\n\n

Dakle, evo liste koju vodim a odnosi se na na\u010dine na koje izdava\u010di koriste imejl za povec\u0301anje broja \u010dlanova i pretplatnika. Ovo je lista koja raste i stalno je a\u017euriram, pa se pobrinite da je obele\u017eite negde. (Tako\u0111e vodim listu na\u010dina za unov\u010davanje va\u0161ih newslettera, ali dozvolite mi da to podelim drugi put.)<\/p>\n\n

\"Plaćeni-newsletteri\"<\/figure>\n\n

1) Plac\u0301eni newsletteri<\/h2>\n\n

Plac\u0301eni newsletteri sa pristupom samo za pretplatnike koji plac\u0301aju su najjednostavniji na\u010din na koji izdava\u010di mogu povec\u0301ati broj svojih \u010dlanova i pretplatnike. To ni na koji na\u010din nije jednostavan zadatak. Postoje razli\u010dite strategije koje mo\u017eete izabrati. Ali imati plac\u0301eni newsletter, povezan sa va\u0161om ponudom \u010dlanstva\/pretplate je lako uspostaviti.<\/p>\n\n

Blog <\/span>Ghost <\/span><\/i>je objavio seriju iz dva dela (<\/span>prvi,<\/span><\/a>drugi)<\/span><\/a> o tome kako povec\u0301ati pretplatnike na newslettere koji se plac\u0301aju pomoc\u0301u odredi\u0161nih stranica. Oba posta na blogu uklju\u010duju nekoliko korisnih primera i najboljih praksi o tome kako da saop\u0161tite vrednost plac\u0301enog proizvoda direktno sa odredi\u0161ne stranice, odatle mo\u017eete mnogo nau\u010diti.<\/span><\/p><\/p>\n\n

Naravno, ovo se podrazumeva, ako \u017eelite da ljudi plac\u0301aju za va\u0161 sadr\u017eaj, on mora biti dobar. Zanimljivo je da ne mora biti savr\u0161en, kao \u0161to je uobi\u010dajena zabluda me\u0111u po\u010detnicima, autorima pla\u0107enih newslettera. Prema mi\u0161ljenju nekoliko uspe\u0161nih pisaca plac\u0301enih newslettera, ne bi trebalo da napla\u0107ujete svoj najbolji sadr\u017eaj jer on obezbe\u0111uje najbolji marketing (promociju) za va\u0161 proizvod.<\/p><\/blockquote>\n\n

\"Dodatni-sadržaj-za-pretplatnike-koji-plaćaju\"<\/figure>\n\n

2) Dodatni sadr\u017eaj za pretplatnike koji plac\u0301aju (tj. nedeljno izdanje, posebna pitanja i odgovori)<\/h2>\n\n

Nedavno je<\/span> nove newslettere, motivisane licnoscu<\/span><\/a>, a jedan od njih, \u201ePower on\u201c koji je napisao Mark Gurman o Apple-u i potro\u0161a\u010dkoj tehnologiji, ima dve verzije. Jedna verzija je za sve pretplatnike koji ne pla\u0107aju, sa svim nedeljnim Apple novostima. Druga verzija izlazi ranije na Bloombergu za pretplatnike koji pla\u0107aju i uklju\u010duje ekskluzivni odeljak – pitanja i odgovori.<\/span><\/p><\/p>\n\n

Jo\u0161 jedan primer ekskluzivnog sadr\u017eaja za pretplatnike koji plac\u0301aju je dodatno izdanje newslettera samo za njih. Najpopularniji izbor koji sam video bilo je vikend izdanje dnevnog newslettera.<\/p>\n\n

3) Dodatne funkcije za pretplatnike koji plac\u0301aju (tj. pristup onlajn zajednici)<\/h2>\n\n

Jedna od najboljih praksi za izgradnju lojalnih pratilaca je stvaranje ekskluzivnih i \u201esigurnih prostora\u201c za \u010dlanove i pretplatnike da komuniciraju sa redakcijom i jedni s drugima.<\/p>\n\n

Uzimajuc\u0301i ovo u obzir, neki nezavisni i tako\u0111e mali izdava\u010di vesti eksperimenti\u0161u sa stvaranjem onlajn zajednica na Discord-u ili u zatvorenim Fejsbuk grupama. Ulaz je samo za pristalice koji plac\u0301aju.<\/p>\n\n

Ovo je indirektan na\u010din na koji newsletteri poma\u017eu u njihovom rastu jer se obi\u010dno ogla\u0161avaju tako\u0111e putem newslettera, neki koriste povratne informacije i informacije iz zajednice u newsletterima, kao da uklju\u010duju neke pristalice.<\/p>\n\n

\"Besplatni-newsletteri-sa-linkovima-ka-člancima-koji-se-plaćaju\"<\/figure>\n\n

4) Besplatni newsletteri sa linkovima ka \u010dlancima koji se pla\u0107aju<\/h2>\n\n

Ako imate veliku bazu \u010ditalaca, indirektni na\u010din njihovog pretvaranja u kupce koji plac\u0301aju mogao bi biti uspe\u0161niji \u010dak i ako je re\u010d o dugotrajnijem projektu.<\/p>\n\n

Jedan od velikih izdava\u010da vesti koji ide ovim putem je The New York Times. \u201eNewsletteri su odli\u010dan na\u010din za razvoj pretplatni\u010dkog posla. Pretplata na newsletter je zdrava navika koja mo\u017ee uroditi plodom\u201c, rekao je za Digiday, Adam Pasik, uredni\u010dki direktor newslettera u The Times-u.<\/p><\/p>\n\n

The Morning, najvec\u0301i newsletter <\/span>Times-a<\/span><\/i> sa milionima pretplatnika, besplatan je za svakoga. Prema Pasiku, oni koriste nekoliko taktika da ih pretvore u pretplatnike koji plac\u0301aju. Proces je u toku i on nije podelio ono \u0161to najbolje funkcioni\u0161e.<\/span><\/p><\/p>\n\n

Tako\u0111e, ovu strategiju besplatnih newslettera koji se vezuju sa \u010dlancima sa paywall-om uspe\u0161no je koristio<\/span> Funke Mediengruppe<\/span><\/a>, koji je uspeo da konvertuje 5 do 10 procenata svojih newsletter pretplatnika da plate svoju onlajn pretplatu.<\/span><\/p><\/p>\n\n

Kako nam je Rut Bec, tada\u0161nja \u0161efica strategije za newsletter, rekla tokom konferencije Media Revolutions, trebalo im je u proseku oko \u0161est meseci da pretvore nove newsletter pretplatnike u kupce koji plac\u0301aju.<\/p>\n\n

\"Besplatni-newsletteri-sa-promocijom-članstva\/pretplate\"<\/figure>\n\n

5) Besplatni newsletteri sa promocijom \u010dlanstva\/pretplate (podr\u017eite nas)<\/h2>\n\n

Ovo je sli\u010dan pristup kao u prethodnoj ta\u010dki sa izuzetkom da aktivno promovi\u0161ete svoju digitalnu pretplatu u newsletteru.<\/p>\n\n

NYT to radi, Funke Mediengruppe je ovo poku\u0161ao, ali je imao vi\u0161e uspeha usmeravanjem \u010ditalaca na paywall \u010dlanke.<\/span><\/p><\/p>\n\n

Ovo mo\u017eete da uradite i sa \u010dlanstvom na sajtu sa vestima koji nema plac\u0301eni sadr\u017eaj. Naglasak za \u010ditaoca je da podr\u017ei postojanje newslettera i medija koji ga proizvodi.<\/p>\n\n

Zamislite to kao Patreon strategiju sa newsletterom koji je va\u0161 glavni tok. Naravno, mo\u017eete pru\u017eiti neke benefite i dodatne pogodnosti, ali ideja je da tra\u017eite finansijsku podr\u0161ku za novinski proizvod koji kreirate \u2013 newsletter.<\/p>\n\n

\"IKU–imejl-kao-usluga\"<\/figure>\n\n

6) IKU \u2013 imejl kao usluga (celi \u010dlanci direktno u inbox)<\/h2>\n\n

\u0160ta ako je inboks va\u0161eg pretplatnika bila glavna dodirna ta\u010dka sa va\u0161im sadr\u017eajem? O\u017eivljavanje nezavisnih pisaca (pre nekoliko godina smo ih zvali blogeri) koji koriste platforme kao \u0161to su Substack, Ghost, Revue ili \u010dak nedavno pokrenut Facebook Bilten pokazuje moc\u0301 prijemnog sandu\u010deta.<\/p>\n\n

\u010citaoci se pretplate na newsletter i dobijaju potpuno iskustvo svakog sadr\u017eaja u imejlu, koji je pisac poslao. Nema potrebe da se klikne i poseti veb-sajt da bi se pro\u010ditao ceo \u010dlanak. Sve dolazi na va\u0161 imejl i mo\u017eete pristupiti kad god imate vremena. Tamo je, nijedan algoritam ga nec\u0301e istisnuti.<\/p><\/blockquote>\n\n

Slova\u010dki <\/span>Dennik N<\/span><\/i> je uspeo da privu\u010de \u010ditaoce da se registruju tako \u0161to su se pretplatili na njihove newslettere ili pratec\u0301i \u010dlanke koje je objavio odre\u0111eni autor ili teme koje su izabrali da prate. \u010citalac tada dobija obave\u0161tenje kad god se objavi novi \u010dlanak.<\/span><\/p><\/p>\n\n

Zamislite da ste pretplatnicima koji plac\u0301aju poslali ceo \u010dlanak direktno u njihov inboks, a ne samo obave\u0161tenje. To bi onda bila usluga koju vredi platiti. I ima dobru prodajnu ta\u010dku \u2013 svakim obave\u0161tenjem putem imejla, one koji nisu pretplac\u0301eni na va\u0161u digitalnu pretplatu, mo\u017eete podsetiti da c\u0301e aktivnom pretplatom dobiti ceo sadr\u017eaj direktno u inboks.<\/p>\n\n

7) Newsletter kao alat za zadr\u017eavanje (gubljenje manjeg broja pretplatnika)<\/h2>\n\n

Ponekad povec\u0301anje broja \u010dlanova ili pretplatnika zna\u010di da ne gubite postojec\u0301e. Kao \u0161to sam gore citirao Adama Pasika iz NY Times-a, bilten je odli\u010dno sredstvo za stvaranje navika. I kao \u0161to su izve\u0161taji pokazali,<\/span> anga\u017eovani \u010ditaoci se ne se ne\u0107e izgubiti.<\/span><\/a><\/p><\/p>\n\n

\"Referalni-programi\"<\/figure>\n\n

8) Referalni programi<\/h2>\n\n

Referalni programi se prvenstveno koriste za sastavljanje newsletter liste. Vi kreirate podsticaje za svoje newsletter pretplatnike da podele vezu za registraciju kako bi naveli svoje prijatelje ili pratioce da se pridru\u017ee va\u0161em newsletteru.<\/p>\n\n

Ako je va\u0161a lista za segmentaciju pravilno postavljena, mo\u017eete bolje targetirati te preporuke prikupljene preko pretplatnika koji plac\u0301aju, posebnim ponudama, isti\u010du\u0107i da je osoba koja ih je uputila vec\u0301 kupac koji plac\u0301a i da treba da razmotre istu stvar.<\/p>\n\n

U osnovi, podaci programa preporuka mogu se koristiti za ciljanje onih newsletter pretplatnika koji vec\u0301 imaju veze sa nekim ko plac\u0301a.<\/p>\n\n

\"Napravite-platformu-pretplate-na-newsletter\"<\/figure>\n\n

9) Napravite platformu pretplate na newsletter<\/h2>\n\n

Poslednji i najte\u017ei za izvo\u0111enje. Ako imate resurse, tr\u017ei\u0161nu moc\u0301 i podsticaje za nezavisne pisce da se pridru\u017ee va\u0161im platformama, mo\u017eete izgraditi<\/span> newsletter preplatni\u010dku platformu.<\/span><\/a><\/p><\/p>\n\n

Dakle, to mo\u017eete da uradite na Substack na\u010din, dobijajuc\u0301i naknadu od ukupnih pretplata ili mo\u017eete da pove\u017eete pretplatu sa svojim glavnim ili nadogra\u0111enim proizvodom (digitalna pretplata) ili da date piscu deo od svakog pretplatnika ili platite fiksnu naknadu.<\/p>\n\n

Samo da razjasnimo, razmislite o srednjem modelu pretplate. Medij je blogovanje, a sada i newsletter platforma. Neki od sadr\u017eaja su ekskluzivni i morate platiti pretplatu.<\/p>\n\n

Postoji samo jedna pretplata za sve i pisci dobijaju delove ukupnog prihoda na osnovu toga koliko je \u010ditalaca koji plac\u0301aju ostvarilo interakciju sa njihovim sadr\u017eajem.<\/p>\n\n

Zato razmislite o ovom modelu u smislu newslettera. Imate ukupnu digitalnu pretplatu sa uklju\u010denim pristupom nezavisnim newsletterima. Va\u0161a publikacija je glavni prolaz i delite prihod sa piscima na osnovu dogovorenih metrika.<\/p>\n\n

Odricanje od odgovornosti: Ovaj \u010dlanak je prvobitno<\/span><\/i> objavljen<\/span><\/i> na The Fix Media<\/a>.<\/span><\/i><\/p><\/p>\n","protected":false},"excerpt":{"rendered":"

Mejlovi su toliko va\u017eni za \u010ditaoce, da ih izdava\u010di vesti koji su fokusirani na prihod vide kao gradivni blok svoje strategije. \u201eSludo je koliko je to zastarelo\u201c, ka\u017ee jedan ispitanik u \u010dlanku Nw York Times-a o kori\u0161c\u0301enju mejla za komunikaciju pod naslovom “Da li bi Generacija Z mogla da oslobodi svet od mejla“? Da, ludo […]<\/p>\n","protected":false},"author":73,"featured_media":17154,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[30,63,65],"tags":[525,423,493],"class_list":["post-17221","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-menadzment-i-organizacija","category-razvoj-biznisa","category-u-trendu-u-medijima","tag-lokalni-medij","tag-media-for-all-bs","tag-thomson-fondacija","ciTrackContent"],"acf":[],"yoast_head":"\nSvi na\u010dini na koje izdava\u010di koriste newsletter za povec\u0301anje broja \u010dlanova koji plac\u0301aju - Journalift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalift.org\/bhsc\/svi-nacini-na-koje-izdavaci-koriste-bilten-za-povecanje-broja-clanova-koji-placaju\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Svi na\u010dini na koje izdava\u010di koriste newsletter za povec\u0301anje broja \u010dlanova koji plac\u0301aju - Journalift\" \/>\n<meta property=\"og:description\" content=\"Mejlovi su toliko va\u017eni za \u010ditaoce, da ih izdava\u010di vesti koji su fokusirani na prihod vide kao gradivni blok svoje strategije. \u201eSludo je koliko je to zastarelo\u201c, ka\u017ee jedan ispitanik u \u010dlanku Nw York Times-a o kori\u0161c\u0301enju mejla za komunikaciju pod naslovom “Da li bi Generacija Z mogla da oslobodi svet od mejla“? 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