In its most recent project, “social news” site Rappler is promoting a new members-only service its audience could opt into for 3,500 pesos a year. The new service, Rappler PLUS, offers members access to…
…exclusive content that gives deeper perspective on a wide range of topics, as well as opportunities for collaboration with other members of the Rappler community.
Unlike the Philippines’ more established media organisations which own and operate revenue-generating assets such as print and broadcast businesses, Rappler has always lacked a reliable source of sustained revenue.
Paywalls are one way media organisations monetise their content. Big media organisations like The New York Times and The Sydney Morning Herald had recently implemented similar services. According to Rappler‘s marketing pitch, Rappler PLUS also offers members access to its community of self-described “thought leaders” who offer opportunities to “collaborate” presumably on projects that go towards the furthering of “Rappler’s brand of journalism: uncompromising, providing clarity and vision”, among others.
If this is the value proposition behind Rappler PLUS, there is still much to wonder about as to what exactly one’s takeaway from membership in this new service will be. Content one is willing to pay for — like books and Netflix, for example — often involve some form of entertainment. Non-enterainment premium content like consulting white papers, online courses and intelligence are expensive to produce and often require proven track records in a brand of delivering competitive edges to its customers’ businesses or personal well-being.
The key now is for the target cliques of its audience to buy into the concept — to the tune of Php3500 a year. It begins by answering the simple question: So what? So what if I am a Rappler PLUS member? What outcomes could I expect? This is ultimately what Rappler‘s marketing pitch needs to answer clearly.
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