Axel Springer testet weiter: “Initiative Premium Content”

von Steffen Greschner am 21. Februar 2012 · 1.722 Kommentare

Bei Axel Springer geht man konsequent weiter in Richtung Bezahlmodelle. Nachdem die WELT-Gruppe bereits Ende Dezember mit der Android-Tablet-Version die letzte der drei Plattformen iOS, Kindl und Android abgedeckt hat, bietet Springer seit heute auch eine Android-Tablet-Version für die Bild:

In der Android-Version für Tablet-PCs präsentiert BILD eine Mischung aus ePaper und fortlaufend aktualisierten Nachrichten: So lesen die Nutzer bereits am Vorabend topaktuelle Informationen und Hintergründe aus Europas größter Tageszeitung BILD sowie Lokalnachrichten aus den insgesamt 18 dazugehörigen Regionalausgaben. Für die Aktualität über den Tag liefert die App zahlreiche Nachrichten von BILD.de. Ein umfassendes Sport-Live-Center sowie weitere Services wie Wetter, TV-Programm und Kommentarfunktionen ergänzen das neue Angebot.

Die Preise werden, wie gewohnt, selbstbewusst hoch angesetzt: Das Monatsabo der Bild für Android kostet 12,99 Euro für einen oder 34,99 Euro für drei Monate.

Springer verfolgt damit konsequent den vor rund zwei Jahren eingeschlagenen Weg der “Initiative Premium Content“. Aus der Zielsetzung macht man auch in der Presseabteilung keinen hehl, wie Sprecher Tobias Fröhlich klar stellt: “Wir würden uns freuen, wenn andere Verlage mitziehen. Am besten wäre, alle Angeboten kosten wieder was – dann hätten wir die Ausgangslage von Print.” Springer sieht sich dabei als Wegbereiter.

Allerdings ist man sich auch bei Springer bewusst, “dass alles ein großes Experiment ist“: Man investiert in Apps auch, um Erfahrungen zu sammeln. Direkt amortisieren tun sich die Angebote noch nicht und auch die “Reichweiten sind noch überschaubar“.

Bei Springer sieht man die Möglichkeit durch die Plattformen “Bezahlmodelle zu etablieren“. Außerdem will man die Chance nutzen um über neue und innovative Werbeformen innerhalb der App-Angebote einen neuen Werbemarkt zu erschließen, der nicht stur an Klickzahlen festhält.

Wurde Springer anfangs für die Zielsetzung Paid Content zu etablieren noch teilweise belächelt, sind die Diskussionen darüber heute, zwei Jahre später, wieder mehr in der Realität angekommen. Auch erste Lokal- und Regionalzeitungen wagen sich wieder daran.


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