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@ Society of Editors: Who is making money online?

Is anyone actually making money online? Ifra director Dietmar Schantin said the answer is in wrapping special projects around specialist topics, and showed case studies from five international news sites that have a turned a decent profit. And he managed to find five projects that didn't rely on Google or Yahoo . • In Turkey, Hürriyet ran a competition to find the car of the ...
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Is anyone actually making money online? Ifra director Dietmar Schantin said the answer is in wrapping special projects around specialist topics, and showed case studies from five international news sites that have a turned a decent profit. And he managed to find five projects that didn't rely on Google or Yahoo.• In Turkey, Hürriyet ran a competition to find the car of the year, wrapping ads from car firms and high-end men's brands around editorial on cars and a reader vote that logged 17,500 votes by the end of a project that was cross-promoted across the newspaper, TV, radio and a live event. That claimed €1.6m revenue over four years.• Austrian newspaper Oberösterreichische Nachrichten set up a recruitment site that gave advice on interview technique to potential candidates. Advertisers included insurance and financial services firms.• Wochenspiegel Saarland in Germany set up a site around an annual company run; 850 firms joined eventually.• Canada's Globe and Mail brought in Cisco to sponsor a business incubator feature that included video of executives giving tips to startups, a Facebook discussion from for entrepreneurs and a partner section each week in print.• The US Daily News made $1.6m revenue through a specialist site on the New York Yankees and sponsored by Bank of America."This is not advertorial - the model is about selling added value content directly to advertisers and consumers," said Schantin. "It's not news or current affairs that was sold - it's easier to monetise specialise topics and special interest."That's true, but it was interesting to note that the projects he talked about were very editorial lite; no sponsored investigative journalism here. OK, so perhaps that most expensive journalism might be subsidised by more commercial pieces, but I do think this content was on the borders between editorial and advertising.The core of what newspapers could and should be doing is very different and very expensive. If the spin-off specialist projects, like those above, can fund those, then that might be part of that elusive business model for online news. Posted by Jemima Kiss Monday November 10 2008 15.02 GMT Printable version Send to a friend Share Clip Contact us larger | smaller Email Close Recipient's email address Your name Add a note (optional) Your IP address will be logged Share Close Digg reddit Google Bookmarks Yahoo! My Web del.icio.us StumbleUpon Newsvine livejournal Facebook BlinkList Contact us Close Contact the Media editormedia.editor@guardianunlimited.co.uk Report errors or inaccuracies: userhelp@guardian.co.uk Letters for publication should be sent to: letters@guardian.co.uk If you need help using the site: userhelp@guardian.co.uk Call the ma

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