WHAT'S NEXT: INNOVATIONS IN NEWSPAPERS

Today, Roy Greenslade in his media blog of The Guardian in London reproduces my last post about the new cover price of The Sunday Times.

And, as you know, in two weeks the INMA has a very interesting workshop in Copenhagen with this provocative tittle “Does price matter?”

If I can not be there (I will try not to miss it!) my own provocations will be these ones:

As Jose Antonio Martinez Soler, founder of 20 Minutos in Spain, says: “The question is not to pay or not to pay, but to read or not to read.”

So…

I will pay for 20 Minutos, because is very good reading.

But I will not pay for 80% of the paid print papers of the world.

I pay one dollar for The New York Times.

I am ready to pay two.

Right now.

I pay one dollar for The Wall Street Journal.

I am ready to pay three.

Right now.

I pay almost five dollars for The Economist.

I am ready to pay 10.

Right now.

I pay almost fiver dollars for BusinessWeerk.

I am ready to pay 10.

Right now.

I pay $0.99 cents for an iTune.

I am ready to pay two dollars.

Right now.

And what about Starbucks?

If a cup of coffee used to cost like a newspaper…

Newspapers must cost today not less than two dollars.

With late (supplements or magazines): four dollars.

Mi problem is not the price.

It is the quality of the product.

The service.

I pay for the satisfaction I get.

The pleasure.

The usefulness.

So…

The problem of quality products is not quantity, but quality customers.

Perhaps advertiser still value more quantity than quality, but this is the reason that advertising agencies and media planners are out of loop and the last to know what´s going on.