Jochen Krisch von Exciting Commerce hatte vor kurzem einen Aufruf, dem ich mich in abgewandelter Form sehr gerne anschließe: Wie sehen zukunftsfähiges Geschäfts- und Erlösmodelle für den Journalismus aus?
Gibt es wirklich nur die zwei gedanklichen Ansätze “Werbung” oder “Paid-Content”? Oder gibt es nicht vielleicht noch ganz andere Ansätze den Zugang zu Einzelhandel und Leserschaft zu kapitalisieren? Müssen neue Geschäftsmodelle immer auf Kosten der Leser oder der Anzeigenkunden gehen?
Oft sind gerade Drittparteien, die mit dem eigentlichen Angebot nichts zu tun haben, aber gerne Zugang zu den Zielgruppen hätten, mehr als willens für den Zugang zu den lokalen Communities zu zahlen.
Ein journalistisches Angebot bietet nicht nur die Möglichkeit den lokalen Händlern den Zugang zur potentiellen Zielgruppe zu gewähren. Auch die Händler selbst können Zielgruppe sein.
Wer sich ernsthaft Gedanken über neue Geschäftsmodelle macht, sollte sich zumindest einen umfassenden Überblick über mögliche Erlösmodelle verschafft haben. Und das aus allen denkbaren Richtungen. Journalismus ist kein reines BtoC Modell. Auch im BtoB Bereich lassen sich neue Ideen und Kapitalisierungsmodelle finden.
In Business Model Generation (“Ein Handbuch für Visionäre, Spielveränderer und Herausforderer”) sind neben den klassischen auch eine Fülle ausgeklügelterer Geschäftsmodelle zu finden. Chris Anderson und Jeff Jarvis beschreiben in ihren Bestsellern “Free” bzw. “Was würde Google tun?”, wie sich (Dienst-)Leistungen quasi gratis anbieten lassen, wenn man geeignete Dritte findet, die mehr als willens sind, die Zeche zu zahlen.
Ein Groupon (oder sonstiger Schnäppchendienst), der den Händler nichts kostet außer guten Angeboten, oder ein Gelber Seiten Dienst, für den ein lokaler Anbieter nichts zahlen muss, ist für den Anbieter nicht nur attraktiver. So ein Dienst lässt sich auch von potenziellen Wettbewerbern nur sehr schwer unterbieten.
Es spricht nichts dagegen, Premiumservices anzubieten, die dann auch kosten dürfen, aber fairerweise sollte zumindest der Basisdienst kostenfrei sein. Denn aus unserer Sicht ist es ziemlich scheinheilig, wenn journalistische Angebote ausgerechnet bei denen abkassieren, denen sie vorgeben helfen zu wollen. Eben weil es online mittlerweile eine Fülle intelligenterer Modelle gibt, um tolle Services nicht nur nutzer-, sondern auch händlerseitig kostenneutral zu gestalten.
Auf ein Journalistisches Geschäftsmodell herunter gebrochen könnte das also bedeuten: Weder Leser, noch der Einzelhandel finanzieren das Angebot über Paid-Content oder Anzeigen. Vielleicht findet sich aber ein Dritter, der bereit ist für den Zugang zur lokalen Community, bestehend aus Händlern und Lesern, zu bezahlen.
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