Groupon und Coupon Angebote als Erlosmodell für Lokal- und Regionalzeitungen

von Steffen Greschner am 4. April 2011 · 1.613 Kommentare

— update vom 17. August —
Nachdem seit Montag mit rheinmainDEAL (F.A.Z und Frankfurter Neuen Presse) und mydealbayern (Passauer Neue Presse) zwei neue Verlags-Groupons dazu gekommen sind, habe ich die Liste aller Groupons aus deutschen Verlagen bzw. Regional- und Zeitungsverlagen mal wieder aktualisiert.
— ursprünglicher Artikel vom 4. April 2011 —

Die Integration von Groupon- und Coupon-Angeboten ist ein vielversprechender Weg indirekte Erlösmodelle im Online-Journalismus zu realisieren

Verlage testen Groupon – oft leider lieblos

Seit einiger Zeit tut sich in dem Bereich auch schon was. Die WAZ hat mit WestDeal vor rund eineinhalb Jahren vorgelegt. Inzwischen sind einige andere Zeitungen und Verlage nachgezogen. Eine Übersicht über die aktuellen Verlags-Groupon-Klone:

http://www.westdeal.de/ WAZ-Mediengruppe
http://www.sachsendeal.de/ Leipziger Verlags- und Druckerei GmbH & Co. KG
http://www.norddeal.de/ Verlagsgesellschaft Madsack GmbH & Co. KG
http://www.schwabenland-deal.de/ Reutlinger General-Anzeiger Verlags GmbH + Co. KG
http://www.rheinmaindeal.de/ F.A.Z. und Frankfurter Neue Presse
http://www.mydealbayern.de/ Passauer Neue Presse Verlags GmbH
http://www.rheinneckardeal.de/ Rheinpfalz Online GmbH & Co. KG
http://www.bayerndeal.de/ Main Post GmbH & Co.KG

In eine sehr ähnliche Richtung gehen die Auktions-Angebote, die von einigen Verlagen momentan angeboten werden, bzw. in den Startlöchern stehen:

http://www.hamburg-bietet.de/ Hamburger Abendblatt / Axel Springer AG
http://www.welt-bietet.de/ Welt Online / Axel Springer AG
http://www.sachsenbietet.de/ Chemnitzer Verlag und Druck GmbH & Co. KG
http://reiseauktion.mainpost.de/ Main-Post GmbH & Co. KG
http://auktion.tagesspiegel.de/ Verlag Der Tagesspiegel GmbH
http://www.das-bietet-zeitreiseauktion.de/ ZEIT online GmbH

Gemein haben alle von Verlagen gestarteten Groupons, dass sie von ein und demselben technischen Anbieter betrieben werden: banghaus Print-Online-Auktions GmbH. Die Idee dahinter ist recht clever. Den Verlagen wird eine All-In-One Lösung geboten, die den Einstieg bzw. den Test für Groupon-, Coupon- und Auktions-Seiten als Erlösmodell einfacher machen soll. Es sind keine hohen Investitionen für Technik, Software und Design nötig und auch mit der Betreuung fallen intern keine Kosten an.

Die Konzepte müssen gut integriert werden

Kritisch sehe ich an der Sache, dass sich die eigentliche Anbieter, sprich die Verlagshäuser, nicht wirklich tiefgründig mit den Modellen und Konzepten dahinter auseinander setzen. Einen ähnlichen Ansatz gab es vor einigen Jahren schon mit diversen Live-Shopping Whitelabel-Lösungen. Ähnlich wie damals werden einige der Angebotsseiten ziemlich lieblos integriert und laufen als Stiefkind auf der X-ten Unterseite oder sind versteckt in den Shopping- oder Service-Rubriken.

Eine Sinnvolle Verknüpfung findet – gerade online – nicht oder nur sehr unzureichend statt. Wenn überhaupt, wird mit Bannerwerbung auf die Angebote hingewiesen. Eine redaktionelle Integration und der Verusch, die Angebote und die Vorteile dahinter den Lesern näher zu bringen gibt es nicht.

Nur mit der technischen Seite ist es aber nicht getan. Ein sauber aufgesetzter Groupon muss redaktionell begleitet werden und vom Leser als Abwechslung und Erlebnis wahrgenommen werden. Nur so wird aus dem Groupon-Angebot auch ein wirklicher Mehrwert und daraus ergibt sich die Chance auf ein tragfähiges Erlösmodell im Online-Journalismus.

Hier warte ich noch auf den einen oder anderen Verlag oder Lokalblog, der mit einem räumlich extrem begrenzten Groupon aufzeigt, was und wie man mit dem Konzept etwas erreichen kann. Richtig eingebunden, ist davon sicher einiges zu erwarten.

Mehr zum Thema auf netzleser:
Coupons und Gutscheine als Chance für (Lokal)Zeitungen
e-commerce vs. Journalismus: Groupon-Konzepte für Lokalzeitungen
WESTDEAL: Groupon hyped das lokale Netz


Weitere Artikel auf netzleser:

  1. WESTDEAL: Groupon hyped das lokale Netz Seit am Montag raus war, dass DERWESTEN mit einem eigenen Groupon an den Start geht, herrscht gewisse Aufregung in der Startup-Szene: Ein klassischer Verlag steigt an einem sehr frühen Punkt in ein noch relativ junges...
  2. derwesten.de: erster Groupon für Lokalzeitung *update* *update* Inzwischen ist eine WESTDEAL-Anzeige auf der Startseite von DERWESTEN eingebunden. Leider noch etwas unscheinbar und relativ weit unten in der Sidebar. Einen redaktionellen Beitrag konnte ich bisher noch nicht finden. Aber es sind ja...
  3. Coupons und Gutscheine als Chance für (Lokal)Zeitungen Ich habe vor einiger Zeit schon mal über Groupon Konzepte als Chance für Lokalzeitungen geschrieben. Jetzt habe ich gerade einen Beitrag bei www.niemanlab.org über den Aufschwung von Coupons/ Gutscheine im amerikanischen Markt gelesen. Gutscheine waren...
  4. e-commerce vs. Journalismus:
    Groupon-Konzepte für Lokalzeitungen
    In regelmäßigen Abständen dreht die deutsche e-commerce Branche durch: Da kommt ein neues Konzept aus den Staaten zu uns rüber geschwappt und kurz drauf schießen die Klone wie Pilze aus dem Boden. Vor einer Weile...
  5. Blinkenlichten mit eigenem Youtube-Kanal – Interessantes Format mit viel Info Die Blinkenlichten Produktionen GmbH & Co. KG ist die Produktionsfirma von Mario Sixtus und Julius Enders. Den meisten wird wahrscheinlich vor allem der elektrische Reporter ein Begriff sein. Seit gestern gibt es unter BlinkenTV auch...

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