{"id":19493,"date":"2023-03-23T09:37:32","date_gmt":"2023-03-23T08:37:32","guid":{"rendered":"https:\/\/journalift.org\/?p=19493"},"modified":"2023-03-23T10:47:57","modified_gmt":"2023-03-23T09:47:57","slug":"zasto-ne-treba-odustajati-od-pretplatnog-modela","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/zasto-ne-treba-odustajati-od-pretplatnog-modela\/","title":{"rendered":"Za\u0161to ne treba odustajati od pretplatnog modela?"},"content":{"rendered":"\n

Period pandemije izazvane virusom korona je u velikoj meri uticao na promenu navika gra\u0111ana u onlajn okru\u017eenju i upotrebom platnih institucija koje se nude. Prema <\/span>velikom broju izve\u0161taja<\/span><\/a> relevantnih institucija i medija to je bio period rasta e-komerca i razli\u010ditih modela pretplate koji se zadr\u017eao, ne mo\u017eda u tom obimu, ali je ostao kao nova navika korisnika. Prema pisanju Bloomberg-a, u Zuora \u201eSubscription Economy Index- u\u201c objavljenom u <\/span>oktobru 2022. godine<\/span><\/a> konstatuje se da je model pretplate nastavio da bude u trendu i da pru\u017ea trajni rast i stabilnost.<\/span><\/p><\/p>\n\n

Da razli\u010diti modeli pretplate itekako imaju budu\u0107nost, odnosno da \u0107e biti neophodni, mo\u017eda najbolje oslikavaju <\/span>re\u010di Elona Maska<\/span><\/a>: \u201eWithout significant subscription revenue, there is a good chance Twitter will not survive the upcoming economic downturn”. Prema re\u010dima Imani Moise, novinarke Wall Street Journal-a, \u201egra\u0111ani nekad nisu ni svesni koliko daju sredstava na razli\u010dite oblike pretplata i obi\u010dno kada dobiju za odgovor nekoliko sekundi, procenjeni iznos prikazuje da oni zapravo izdvajaju 80 dolara, dok kasnije uz malo detaljnije razmi\u0161ljanje shvate da iznos bude i oko 200 dolara.\u201c<\/span><\/p><\/p>\n\n

Gra\u0111ani koriste pretplatu, ali retko da bi podr\u017eali medije<\/h2>\n\n
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Kako medijski ekspert Norbert \u0160inkovi\u0107 navodi \u201epretplata kao model mo\u017ee da doprinese diversifikaciji prihoda medija, odnosno mo\u017ee biti jo\u0161 jedan od izvora prihoda medijima\u201c. On uo\u010dava da nove generacije publike ve\u0107 imaju naviku da odre\u0111ene medijske usluge pla\u0107aju i to pre svega za muzi\u010dke servise ili druge striming (streaming) servise koji su sve vi\u0161e dostupni u na\u0161em regionu. Prema njegovim re\u010dima \u201eto bi zna\u010dilo da dolaze generacije koje su spremne da odre\u0111eni deo svog bud\u017eeta izdvoje za ovakve usluge\u201c. U tom slu\u010daju, na medijima je da na vreme izgrade kvalitetan odnos sa njima i da ih pridobiju kao stalne i aktivne \u010dlanove zajednice \u0161to je klju\u010d uspeha.<\/p>\n\n

Period promene svesti kod gra\u0111ana kojom bi se postiglo to da se kvalitet, odnosno ta\u010dnost koja se dobija kroz informacije, mora naplatiti i da konzumacija kvalitetnih informacija nije besplatna, proces je koji jo\u0161 traje i verovatno \u0107e trebati jo\u0161 neko vreme da pro\u0111e kako bismo postali svesni da iza sadr\u017eaja koji konzumiramo sedi neko ko ula\u017ee vreme da bi sumirao najva\u017enije doga\u0111aje. \n<\/p>\n\n

Srbija na dnu lestvice kada je u pitanju pla\u0107anje vesti<\/h2>\n\n
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U prilog tome idu i najnoviji rezultati\u00a0 <\/span>Izve\u0161taja o digitalnim vestima \u2013 Srbija <\/span><\/i>(Kleut, J., Ninkovi\u0107, D., Ili\u0107, V., & I\u0161panovi\u0107, I, 2022, Izve\u0161taj o digitalnim vestima – Srbija. Novi Sad-Nezavisno dru\u0161tvo novinara Vojvodine)<\/span> u kojem se navodi da je samo 5% gra\u0111ana na neki na\u010din platilo za vesti tokom protekle godine, \u0161to je najmanje od svih evropskih zemalja obuhva\u0107enih ovim istra\u017eivanjem.\u00a0<\/span><\/p><\/p>\n\n

\n

Prema izve\u0161taju, spremnost da se plati za bilo koju vrstu digitalnog servisa je niska, tek ne\u0161to vi\u0161e od polovine (55 odsto) bi bilo spremno da izdvoji novac kako bi platili vesti.<\/p>\n<\/blockquote>\n\n

Kako je neophodno raditi na promeni svesti gra\u0111ana, tako je neophodno uporedo raditi i na promeni svesti medijskih radnika, posebno u zemljama Zapadnog Balkana. <\/span>U ne tako malom broju slu\u010dajeva se kroz razgovor sa predstavnicima medija mo\u017ee \u010duti mi\u0161ljenje da im je neprijatno da napla\u0107uju sadr\u017eaj i da se pla\u0161e da \u0107e uvo\u0111enjem pretplate izgubiti svoje konzumente. <\/b>Upravo iz tih razloga je neophodno graditi odnos sa zajednicom i slu\u0161ati njene potrebe kako model pretplate ne bi bio samo element monetizacije i medijskog biznisa ve\u0107 zajedni\u010dki napor u pravcu gra\u0111enja kvalitetnog medija koji izve\u0161tava u slu\u017ebi gra\u0111ana u pravom smislu te re\u010di. Zajedni\u010dkim ulaganjem obe strane, medijskih radnika i gra\u0111ana, dobija se mogu\u0107nost ose\u0107aja pripadnosti i uzajamnog po\u0161tovanja.<\/span><\/p><\/p>\n\n

Izgradnja odnosa sa zajednicom kao preduslov za naplatu sadr\u017eaja<\/h2>\n\n
\"\"<\/figure>\n\n

<\/p>\n\n

Kako ekspertkinja za rad za zajednicom Vladimira Dor\u010dova Valtnerova isti\u010de, najva\u017enije je izgraditi i negovati uzajamno poverenje izme\u0111u medija i zajednice, i to ne samo u slu\u010daju uvo\u0111enja dodatnih izvora finansiranja. Ovakva praksa predstavlja doprinos finansijskoj nezavisnosti i odr\u017eivosti svakog medija, \u0161to je veoma va\u017eno u celokupnom radu jedne redakcije. \n<\/p>\n\n

Da je neophodno dati naglasak na gra\u0111enju poverenja potvr\u0111uje i <\/span>Izve\u0161taj o digitalnim vestima \u2013 Srbija<\/span><\/i> u kojem dominira mi\u0161ljenje da mediji ne rade u javnom interesu, ve\u0107 da u velikoj meri ispred dobrobiti dru\u0161tva stavljaju svoje komercijalne interese i politi\u010dke stavove. Tri \u010detvrtine ispitanika smatra da je to slu\u010daj sa svim ili mnogim medijima. Ovako izra\u017een stav o nedostatku brige medija za dru\u0161tvenu dobrobit nema nijedna zemlja od 46, koliko ih je obuhva\u0107eno istra\u017eivanjem Rojtersovog instituta.<\/span><\/p><\/p>\n\n

Kako Dor\u010dova Valtnerova navodi poverenje izme\u0111u medija i zajednice gradi se kroz stalnu dvosmernu komunikaciju sa zajednicom i uklju\u010divanje \u010dlanova i \u010dlanica te zajednice u svakodnevni rad redakcije. \u201eKomunikacija sa zajednicom koja je dvosmerna zna\u010di da svi u\u010desnici\/ce tog komunikacijskog procesa jesu deo jednog tima. Upravo to \u0161to zajednica postaje na neki na\u010din deo redakcijskog tima \u010dini novinarstvo kvalitetnijim jer mediji u \u010dijem fokusu je javni interes, postoje zbog svoje publike, zbog ljudi, a ne obratno. Kada uklju\u010dujete zajednicu u svoj rad, mo\u017eete od nje o\u010dekivati i finansijsku podr\u0161ku, da li kroz kraudfanding (crowdfunding) kampanju ili kroz pretplatu\u00ad \u2013 ose\u0107aj pripadnosti je klju\u010dan. U prilog ovome govori slu\u010daj lokalnog portala Maglo\u010dista\u010d iz Subotice i regionalnog portala Nyugat iz Szombathely-a u Ma\u0111arskoj, koji su u nekoliko navrata uspe\u0161no organizovali kraudfanding kampanje. Sli\u010dni primeri su i slu\u010dajevi nacionalih portala Dennik N i Aktuality iz Republike Slova\u010dke, koji uspe\u0161no razvijaju model pretplate, jer imaju lojalnu zajednicu spremnu da misiju medija podr\u017ei i finansijski\u201c.<\/p>\n","protected":false},"excerpt":{"rendered":"

Period pandemije izazvane virusom korona je u velikoj meri uticao na promenu navika gra\u0111ana u onlajn okru\u017eenju i upotrebom platnih institucija koje se nude. Prema velikom broju izve\u0161taja relevantnih institucija i medija to je bio period rasta e-komerca i razli\u010ditih modela pretplate koji se zadr\u017eao, ne mo\u017eda u tom obimu, ali je ostao kao nova […]<\/p>\n","protected":false},"author":73,"featured_media":19485,"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":[30,65],"tags":[861],"class_list":["post-19493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-menadzment-i-organizacija","category-u-trendu-u-medijima","tag-subscription-bs","ciTrackContent"],"acf":[],"yoast_head":"\nZa\u0161to ne treba odustajati od pretplatnog modela? 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