Was spricht eigentlich dagegen, dass Zeitungen zum größten Online-Einzelhändler ihrer Stadt werden? Zum Technologieanbieter, der an der Quelle für das richtige Marketing sitzt. Geld verdienen mit Umsatz, anstatt mit dem Verkauf von Werbefläche – mit dem andere ihren Umsatz steigern sollen.
Modehändler gehen einen neuen Weg: Die Community
Das klingt vielleicht sehr weit hergeholt aber eine Modewebsite hat gezeigt, was möglich ist, wenn man nur weiter denkt als die Anderen. Die Idee nennt sich FASHIONGALERIE und ist ein Zusammenschluss verschiedener deutscher Mode-Einzelhändler. Anstatt selbst in den teuren Aufbau einer Webseite mit Onlineshop zu investieren, haben sich die Händler zusammengetan und bieten ihre Waren auf einer gemeinsamen Plattform an. Das spart Kosten bei der Entwicklung und beim Marketing. Jochen Krisch hat das Konzept auf excitingcommerce näher erklärt.
Und jetzt kommt der Dreh zu den Journalistischen Geschäftsmodellen
Auf den ersten Blick ist die Idee zwar nett, hat aber nichts mit einem Geschäftsmodell für den Online-Journalismus zu tun. Auf den zweiten Blick kann aber gerade in solchen Ideen die Zukunft für Tageszeitungen und ihre Onlineangebote liegen.
Die Zeitung als absoluter Platzhirsch vor Ort täte gut daran, wenn Sie ihre Macht der Reichweite anders als nur durch das Verbreiten von Nachrichten und Werbefläche nutzen würde. Ich zitiere mich an dieser Stelle einfach mal selbst aus einem Artikel, den ich im März 2010 auf The European geschrieben habe: 
Den Zugriff auf oft mehrere Hunderttausend Menschen nur für den Verkauf von Werbefläche zu nutzen ist zu wenig. Sich einfach zurücklehnen, die Anzeigenabteilung ans Telefon setzen und auf Buchungen warten, wird in Zukunft nicht mehr ausreichen. Zeitungen müssen zu Technologieanbietern werden, lokale (Online-)Communitys aufbauen und lernen, diese zu kapitalisieren. Menschen sind nicht nur Werbepreise, Abonnenten und Artikelleser, sondern eine Gemeinschaft, die unterhalten, versorgt und unterstützt werden will.
Die Zeitungen haben oft den besten Kontakt zu den örtlichen Einzelhändlern: Leider oft verschwendet durch Akquiseanrufe für die nächste Sonderseite. Vielen Einzelhändlern wäre mehr geholfen, wenn man ihnen wirklich helfen würde, anstatt ihnen steigende Umsätze durch den Verkauf von überteuerten Werbeplätzen zu versprechen.
Die Zeitung als Marktplatz für den Einzelhandel
Warum nicht als Zeitung eine eigen Unit aufbauen, die sich um die richtige Präsentation der ansässigen Einzelhändler kümmert. Ein Shopsystem ist schnell aufgebaut und bereichert mit der richtigen Präsentation auch die eigene Zeitungswebseite. Die Zeitung fungiert als Technologieanbieter und Vermarkter. Verschickt wird über den jeweiligen Anbieter der Ware. Abgerechnet auch. Die Zeitung bekommt eine klassische Vermittlungsprovision.
Nicht der klassische Weg aber ein durchaus gangbarer: Ein Zusammenschluss der Online-Angebote des örtlichen Einzelhandels – Präsentiert durch die örtliche Zeitung.
Das heißt aber auch, dass Zeitungen Ihr Business anders begreifen müssen. Der Journalismus dient als Rahmen und als Lockmittel. Verdient wird mit der geballten Kompetenz der örtlichen Händler. Von irgendwas muss der gut recherchierte Inhalt schließlich auch bezahlt werden. Die klassische Anzeige wird das online wohl nicht schaffen. Zumindest nicht alleine.
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