WSJ.de: Deutschland als Testmarkt für digitales Angebot

von Steffen Greschner am 10. Januar 2012 · 127 Kommentare

Der Livegang des Wallstreetjournals könnte der Anfang einer Umstellung von journalistischen Geschäftsmodellen werden. Zwei Sachen sind durch WSJ.de auf einen Schlag passiert:

  1. Ein ausländischer Verlag entscheidet sich für den deutschen Markt, um ein rein digital basiertes Geschäftsmodell zu testen.
  2. WSJ.de beginnt von Start weg mit einem Freemium-Modell. Das Abo ist mit unter 12 Euro etwas teurer als das Abo der FTD.

Während das WSJ in anderen Märkten nach wie vor eine Printausgabe anbietet, hat man sich für den deutschen Markt dazu entschieden ein rein digitales Angebot aufzubauen:

The Wall Street Journal Deutschland ist die erste rein digitale Wirtschaftszeitung im deutschsprachigen Raum – nur im Netz, nie am Kiosk. Mit weltweit über 2.000 Korrespondenten und einem engagierten Team in Deutschland werden wir Ihnen jeden Tag aufs Neue die aktuellsten und exklusivsten Nachrichten und Hintergrundberichte aus aller Welt liefern. Mit The Wall Street Journal als größter internationaler Wirtschaftszeitung im Rücken wird uns dies gelingen.

Interessant ist das vor allem vor dem Hintergrund, dass viele deutsche Verleger Deutschland nach wie vor als den besten (Print)Pressemarkt überhaupt sehen. Platz für ausländische Verlage sei da nur bedingt.

Bei der deutschen Ausgaben des Wall Street Journal hat man sich für den Schulterschluss entschieden und tauscht Inhalte mit Axel Springer. Einige Artikel kommen von WELT ONLINE, andere wandern zum Springer Finanzportal Finanzen.net und andersrum, wie der Geschäftsführer Jens Ohr gegenüber Meedia berichtet:

„Durch die Content-Partnerschaft mit dem Wallstreet Journal steigern wir die redaktionelle Qualität und Attraktivität unseres Angebots zusätzlich. Im Gegenzug profitiert wsj.de von unserem technologischen Know-how und unseren hohen Nutzerzahlen als deutscher Marktführer“, sagt Jens Ohr, Geschäftsführer der Finanzen.net GmbH.

Spannend wird, in wie weit die Rechnung von WSJ aufgeht. Zwar sind durch die rein digitale Ausrichtung die Grenzkosten deutlich geringer aber der deutsche Manager gilt weiterhin als Printleser, wie Marcel Weiß auf neunetz.com treffend feststellt:

Nur digital könnte auch eine Umstellung für medienkonservative deutsche Manager bedeuten, die die deutsche Ausgabe des prestigeträchtigen und hoch angesehenen Wall Street Journals lesen wollen: Sie müssen hierfür dann doch mal weg vom Papier und in’s Internet gehen für ihren Medienkonsum.

Man darf gespannt sein, wie sich die Leser- und vor allem die Abo-Zahlen bei WSJ.de in den nächsten Monaten entwickeln werden. Der Ansatz ist ziemlich gut und der deutsche Markt scheint im Wirtschaftsjournalismus dafür bereit.

Traurig ist nur, dass erst ein US-Verlag in den deutschen Markt eintreten muss, um eine reine Onlinestrategie zu entwickeln. Mit der HuffingtonPost stehen die nächsten bereits in den Startlöchern auch wenn das Modell ein komplett anderes ist.


Weitere Artikel auf netzleser:

  1. (Online)Journalismus hinkt in Deutschland hinterher Holger Schmidt vom Netzökonom-Blog der FAZ hat sich heute die Comscore-Zahlen zur Mediennutzung der letzten 12 Monate angeschaut. Das Facebook und Co. im letzten Jahr deutlich dazu gewinnen konnten, ist wenig überraschend. Etwas überraschend ist...
  2. RP-Online investiert weiter in digitales Wachstum Die Rheinische Post gehört schon länger zu einem der Vorreiter, was neue Erlös- und Geschäftsmodelle angeht. Einen inzwischen sehr weit entwickelten Konzeptansatz für den Umstieg auf 100% Digital, verfolgt die Rheinische Post seit 10 Monaten...
  3. Arroganz als Geschäftsmodell deutscher Verlage Manchmal begegnen einem Aussagen, bei denen man nicht genau weiß, ob man sie überhaupt ernst nehmen soll. Dann fragt man sich, ob man darauf eingeht oder ob man es nicht doch lieber ignorieren soll. Zwei...
  4. “Wired” Chefredakteur Chris Anderson im Interview bei Focus Auf Focus.de ist heute ein Interview mit Chris Anderson vom “Wired” Magazin. Lohnt sich auf jeden Fall zu lesen. Es geht ums Internet, neue Geschäftsmodelle und darum, was Journalismus heute überhaupt noch für einen Wert...
  5. Hyperlocal oder auch nicht: Es geht um echte Nähe zum Leser und Anzeigenkunden Jim Brady hat die Washingtonpost.com erfolgreich ins Internet geführt und arbeitet heute für JournalRegister Company, einem Dienstleister um Lokalzeitungen den Weg ins Internet zu zeigen. Im Interview mit dem Hyperlocal-Newsmagazin StreetFight erklärt Brady seine Sicht...

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