Wie finanzieren sich Online-Medien?

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Mär
27

Der Artikel bei SPIEGEL online ist schon vor einigen Tagen erschienen. Trotzdem habe ich das Bedürfnis einen Kommentar zu diesem Artikel abzugeben.

Es handelt sich um den Artikel Warum Online-Werbung wichtig fürs Web ist. In diesem wird auf die Wichtigkeit der Online-Werbung für hochwertige Inhalte im Web hingewiesen.

Einer der Aussagen des Artikels ist, dass der Einsatz von Werbe-Blockern den Journalismus im Internet gefährdet. Dieser Journalismus könne nur finanziert werden, wenn die Benutzer entweder direkt dafür bezahlen oder die Kosten über Online-Werbung finanziert werden. Das Bezahlen von Inhalten im Internet funktioniert nicht, also bleibt nur noch die Finanzierung über Online-Werbung. Durch den Einsatz von Werbe-Blockern ist aber auch diese Möglichkeit der Bezahlung in Gefahr.

Gerade die Benutzer, die für die kostenlose Bereitstellung der Inhalte seien, würden Werbe-Blocker einsetzen und damit das von ihnen selbst gewünschte Angebot unrentabel und damit unmöglich machen.

Geld für die Anzeige von Werbung im Internet?

Ich selbst gehöre zu den "bösen" Benutzern, die sich das Surfen im Internet durch den Einsatz eines Werbe-Blockers erträglich machen. Die neuen Browser können noch so tolle Features haben, so lange ich dort keinen Werbe-Blocker finde, kommt ein Wechsel für mich nicht in Frage.

Auch ich nutze regelmäßig die Angebote von SPIEGEL online ohne dafür zu bezahlen. Bisher bin ich aber immer davon ausgegangen, dass der SPIEGEL Einnahmen durch Werbung nur dann erhält, wenn auch jemand auf den angezeigten Banner klickt. Für mich ist neu, dass bereits durch das blose Anzeigen eines Banners Geld fliest. Dieses Modell, dass bereits die Anzeige einer Werbung Geld einbringt, ist für die "alte" Medienwelt (Zeitschriften, Fernsehen) sicherlich passend, im Internet kann dieses Modell aber nicht funktionieren.

Sind in der Online-Werbewelt nicht inzwischen Bestrehbungen im Gange nur dann Geld fließen zu lassen, wenn ein Klick auf den Banner erfolgt ist und danach auch wirklich ein Geschäft zustande gekommen ist? Dies würde der Aussage im Artikel, dass das reine Verhindern der Anzeige bereits Einbusen bei den Werbeeinnahmen herbeiführt vollends den Wind aus den Segeln nehmen.

Neue Formen der Finanzierung für neue Medien

Warum wird immer noch versucht Mechanismen der alten Medienwelt krampfhaft auf die neue Medienwelt zu übertragen. Ist es nicht logsich, dass neue Medien auch neue Mechanismen u.a. in der Form der Werbung erfordern?

Ich selbst bin bereit für entsprechende Artikel, die evtl. auch ansprechend und nutzbringend dargestellt werden, zu zahlen. Da es in Deutschland noch kein vernünftiges Micropayment gibt, wäre für den SPIEGEL auch die Möglichkeit gegeben, ein spezielles Online-Abo anzubieten. Warum soll ich aber für dieses Abo genausoviel Zahlen wie für die Print Ausgabe? Könnte man nicht auch eine völlig neue Form des Abos anbieten, bei der ich für z.B. 100 Artikel bezahle und selbst auswählen kann, welche Artikel das sind?

1 Kommentar

Bernd (nicht überprüft)

Die Argumentation von Spiegel-Online und die abschließende Forderung, Werbe-Blocker abzuschalten geht vollkommen an jeder Realität vorbei.

Realität ist doch dass jeder dahergelaufene Dorfkasper meint, auf seiner WebSite Werbung einblenden zu müssen, um so ein paar Euro nebenbei zu verdienen. Dass daran andere deutlich besser verdienen, realisiert der private Homepage-Betreiber vermutlich oft gar nicht.

Jedes Forum und Wiki, wo die User den Content liefern, meint Geld verdienen zu müssen mit Werbeeinblendungen. Die Aufwände für eine Redaktion entstehen aber gar nicht. Kurz gesagt: Die Masse macht Werbung unerträglich. Und dagegen sollte sich der mündige Internet-Nutzer wehren.

Also selbst wenn man bereit ist, den redaktionell betreuten Angeboten im Internet zuzugestehen, auch über Werbung Einnahmen zu generieren - wie im Offline-Bereich eben auch - und dadurch die Redaktion zu finanzieren, steht man vor einem rein praktischen Problem: Der Werbeblocker unterscheidet da einfach nicht.

Ich stimme Sepp da also voll zu: Für die Medienbranche ist so ein Gewimmere vermutlich nicht zielführend. Sie sollte lieber versuchen, in der Realität anzukommen, sollte realisieren, dass das Internet eben ein ganz anderer Vertriebskanal ist und hier auch entsprechend agieren.

Liebe Spiegel-Redaktion: Dass die Vertriebskosten im Internet erheblich niedriger sind als bei Offline-Medien ist inzwischen weithin bekannt. Wenn der Preis dementsprechend angemessen ist, finden sich vermutlich auch Kunden, die den Preis bezahlen. Also Preis runter, nicht um 10 oder 20% sondern um 50 oder 70%

Und - nur um dem nächsten Argument vorzubeugen - die Idee, man könnte den Kunden in der Nutzung des online erworbenen Produkts durch digital restriction management Systeme (DRM) erheblich einschränken im Vergleich zum offline erworbenen aber ansonsten gleichen Produkts hat schon in der Musik-Industrie nicht funktioniert.

Also Content in freien Formaten zu fairem Preis, das wäre ein Deal!