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News - Written by Renai LeMay on Wednesday, October 2, 2013 14:01 - 7 Comments
Three and a half key evolutions for Delimiter 2.0
hope you’re having a great Wednesday! Delimiter’s Pozible campaign launched this morning to attempt to retrieve Communications Minister Malcolm Turnbull’s incoming ministerial briefing documents is going very well — it’s 30 percent funded already. So I’m definitely having a good day. We look forward to increased transparency from the Member for Wentworth ;)
In other Delimiter-related news today, I am happy to announce that we’re making three and a half key changes to our subscription-based sister site Delimiter 2.0. These changes are based on lessons we’ve learnt about how the subscription model functions, during the past several months as we’ve been operating the site in its initial trial period and seen how people interact with it.
Firstly, we’re cutting the price of individual article buys from $4.95 down to 99c.
The reason we’re doing this is two-fold. Firstly, we received a number of complaints from readers that $4.95 per article is just too expensive for a single article. Secondly, when we examined the traffic figures for Delimiter 2.0 articles, we found that a lot of people were specifically visiting some of our highly popular articles but not paying for those articles individually or signing up for ongoing subscriptions.
What this tells us is that those readers really wanted to read those specific articles, but were turned off by our per-article pricing. We want to encourage people to pay for individual articles if they don’t want a subscription, and 99c feels like the sort of price we’d expect to pay for a specific feature article, so that’s the new price.
There’s also a demonstrated halo effect here — our data has shown that if people pay for one article, or one month’s subscription, they are more likely to become comfortable with our very simple charging system and subscribe for regular access. We want people to get comfortable with the paywall model, and cheaper per-article pricing is the best way to do that.
Secondly, we’re going to start publishing more articles in general.
We launched Delimiter promising to publish one in-depth article per week. But over time, we’ve found that organically, we wanted to publish more articles than that — there were other topics we were interested in. And the more articles we published on Delimiter 2.0, the more people got interested in the site and subscribed. We want to continue to deliver better value to subscribers and this feels like the right way to go about that.
We’re still going to publish at least one in-depth, full-length article per week, the same as we have been. However, we may start to also publish a second article per week, or perhaps one additional full-length article every two weeks. This feels about the right frequency for full-length columns on Delimiter 2.0.
In addition, we’re also introducing a new category of article for the site, which we’re calling “minis”. These are shorter articles than our full-length articles, but still along the same opinion/analysis lines. We’ll aim to publish a 2-3 of these per week, meaning that Delimiter 2.0 will now see new content on most weekdays.
A good example of this new kind of article is a new piece we published this morning arguing that PIPE Networks founders Steve Baxter and Bevan Slattery would make excellent NBN Co board directors. This isn’t a full column; it’s a follow-up to our earlier article arguing for Internode founder Simon Hackett to be appointed to the NBN board. So we’re calling it a ‘mini’ article, and it’s now part of Delimiter 2.0.
Thirdly, we’re killing the original ‘publish on Fridays’ model. What we’ve found is that if we wait until the end of the week to write about hot issues that week, then the issue is dead and readers don’t care. The modus operandi with Delimiter 2.0 will become that we will aim to publish insightful comments on hot issues as they come up — rather than waiting for the end of the week. If there is a hot issue, we’re going to try and write about that immediately, which is what people seem to want.
And lastly, this isn’t a significant issue that will change right away, but we’ve become dissatisfied with the Disqus commenting system used on Delimiter 2.0. It has advantages over WordPress’ native commenting system, but doesn’t allow the same level of comment threading. Because of this, we’re hoping to migrate the Delimiter 2.0 comments system back to the WordPress system soon.
We are also investigating more options for improving WordPress’ native commenting system on both Delimiter and Delimiter 2.0. We’d like to see social media login, comment editing, AJAX in-thread commenting and so on implemented, and these are things we’re looking into. Hopefully we can improve the commenting functionality on both sites over the next few months, as y’all love to talk about stuff on both sites ;)
For those looking for a comment on how Delimiter 2.0′s overall revenue picture is looking, in short: Very solid. The site is already contributing decently to our overall bottom line and definitely earning its keep. It is also growing every month in a very steady line. The paywall model very much works very well in Australia and with this niche form of content, and that’s why we’re doubling down on our investment in it — because the model works, and it works well.
We hope all this makes sense! With Delimiter 2.0, as we did with Delimiter, we’re implementing the ‘iterative’ approach — find out what works and pursue that, while ditching things which don’t work :)
Cheers, and have a great week!
Editor + Publisher, Delimiter
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Latest Delimiter 2.0 articles (subscriber content)
|Politicians from Australia’s major parties need to stop issuing ludicrous blanket pardons for the intelligence community’s ongoing misdemeanours and start applying a basic modicum of transparency and accountability to this important national security function.|
|The independent pro-fibre National Broadband Network movement is doing a far better job of promoting Labor’s Fibre to the Premises-based NBN policy than Labor itself. When is Labor going to wake from its slumber and start supporting this scrappy but energetic grassroots network of activists?|
|Ziggy Switkowski's first substantial public appearance since being appointed NBN Co chief executive has starkly demonstrated just how different he is from his predecessor, Mike Quigley, and just how strictly he will adhere to the guidelines which his patron, Communications Minister Malcolm Turnbull, has set for him.|
|Australian technology companies have been virtually absent from the the nation’s public stockmarket over the past decade as the stigma of the dot com bust took its toll on investor confidence. But a clutch of new listings planned for the closing months of 2013 shows renewed interest in the sector and that local entrepreneurs are smelling money in the air once again.|
|NBN Co’s Strategic Review process gives the company an unmissable opportunity to re-evaluate the early decision to deploy its FTTP network primarily through Telstra’s underground ducts. The company and its new Coalition masters must now seriously consider deploying more fibre aerially on power poles in an effort to speed up its rollout substantially.|
|That moment which many Australian technologists fervently hoped for but never expected to see has come to pass: Simon Hackett has been appointed to the board of the National Broadband Network Company. But what questions should the Internode founder be asking NBN Co’s executive management team? Here’s five ideas to start with.|
|The rapid replacement of respected NBN Co chief operating officer Ralph Steffens with a Telstra executive who appears less experienced with fibre rollouts but better politically connected represents a key signal that NBN Co’s senior executive hiring process has now become completely politicised and is no longer independent from the Federal Government.|
Enterprise IT, Featured, News - Dec 11, 2013 13:07 - 1 Comment
“Diabolical mess”, “Scandal of epic proportions”: NT ICT Minister damns Fujitsu to hell in extraordinary rant
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News, Telecommunications - Dec 11, 2013 12:29 - 34 Comments
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Blog, Industry, Startups - Dec 10, 2013 10:19 - 0 Comments
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Digital Rights, News - Dec 10, 2013 18:57 - 0 Comments
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