Das klingt schon mal gar nicht so schlecht: 100.000 App-Downloads im ersten Monat. Wie sich die 100.000 Downloads auf Bild und Welt verteilen, will Axel Springer allerdings lieber nicht verraten. Ich gehe ja mal ganz stark davon aus, dass gut 70-80% auf die Bild-App entfallen – immerhin kann man da schüttelnderweiße täglich ein Bildgirl ausziehen. Ob viele für die “Qualitätsjournalismus”-Inhalte der Welt zahlen wollen, glaube ich nicht unbedingt: Immerhin gibt’s das beim Spiegel umsonst (allerdings nur als mobile Homepage und nicht als vollwertige App), und die Süddeutsche bietet die werbefinanzierte Variante ihrer App auch umsonst an – hier kostet nur die Gold-Version. Was aus der Tagesschau-App wird, steht ja zur Zeit leider noch in den Sternen.
Was bringen die WunderApps eigentlich rein finanziell?
Mal angenommen ca. 75% der Apps kommen tatsächlich von der Bild, sieht die Rechnung so aus:
75.000 Bild-Apps à 0,79 Euro + 25.000 Welt-Apps à 1,59 Euro = 99.000 Euro
Von den 99.000 Euro gehen 33.000 Euro an Apple und 66.000 Euro bleiben für Springer – gerade mal so viel, wie eine 3/4 Anzeige in einer Ausgabe der Bild am Sonntag. Für den Verkauf einer einzelnen Anzeige würde sich wohl kein Axel Springer Konzern so ausgiebig feiern.
Damit das in Zukunft etwas mehr wird, hat Springer auch schon eine ganz einfach Lösung: mehr Geld verlangen.
Nach der Einführungsphase kostet die “Bild”-App 1,59 Euro im Monat, inklusive einer E-Paper-Version der Printausgaben erhöht sich der Preis auf 3,99 Euro. Perspektivisch rechnet Springer mit einem Preis von 3,99 für das “kleine” Abo, 4,99 mit E-Paper-Ausgabe. Die “Welt”-App kostet derzeit 1,59 Euro – allerdings ohne PDF. (via Kress)
Wie viele Leser wirklich bereit sind noch mehr Geld dafür zu bezahlen und wie viele es einfach nur mal ausprobieren wollten, werden wir in den nächsten Monaten sehen. Ob es das bisschen Geld jemals wert ist, auf viele Leser gegenüber einer komplett freien App zu verzichten, wird sich auch erst nach einiger Zeit zeigen. Das ganze App-Thema steht aber auch noch wirklich am Anfang.
Ich kann mir ganz gut vorstellen, dass zukünftig einige Leser bereit sind, Geld für die Lieferung aufs Handy zu zahlen. Als einziges Standbein wird das Thema aber höchstwahrscheinlich nie funktionieren können – paid content hin oder her. Und ob man langfristig davon profitiert Leser zu verlieren, um mit den übrigen ein paar Peanuts zu verdienen, sei auch mal dahin gestellt.
Wer das Bild-App noch nie gesehen hat. Bitteschön:
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