媒體企業的電子商務策略

Media Companies' e-Commerce Strategies

出版商	IDATE
出版日期	2009年02月	商品編碼	82908
內容資訊	英文 30 pages
價格	本報告書已不再販售

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本報告已在2011年11月23日停止出版。

For most traditional media companies, advertising alone is not enough to finance their online operations. They are having to contend with more competitors: pure players, content aggregators, other media UGC (User-Generated Content). CPM is lower: an online consumer generates five to 10 times less ad revenue than an offline consumer. E-commerce is thriving, and offering media sites a potential source of added income, particularly since they have been involved in sales activities offline for a long time (shopping channels, licensed products, co-branded and special editions).

1. Executive Summary

2. e-commerce market bigger than online advertising

2.1. Limits of the ad-funded only model
- 2.1.1. Print media incapable of compensating online for the drop in print ad revenue
- 2.1.2. Internet radio: the mass market trap
- 2.1.3. Video services: CPM still too low
2.2. e-commerce market booming
- 2.2.1. Sizeable rise in sales
- 2.2.2. A bigger and more profitable market than online advertising
2.3. Internet merchants competing with media companies over content
2.4. The media and offline commerce

3. Media company sites' e-commerce best practices

3.1. Monetising traffic and affiliation
- 3.1.1. The Sky portal strategy
  - The affiliation system
3.2. Consumer services and price comparison
- 3.2.1. Bild.de “serving” readers
3.3. Licensed and by-products
- 3.3.1. Clear Channel radio stations playing the iTunes card
- 3.3.2. CBS radio: impulse buys, licensed products and ticket sales
- 3.3.3. Mediaset sells products derived from its programmes
3.4. Targeted e-commerce according to audience
- 3.4.1. Euronews recommends a language learning method
- 3.4.2. The Wall Street Journal sells no-name wine
  - Operating a no-name online shop
- 3.4.3. El Pais selling high-tech products online
3.5. Close incorporation of e-commerce into editorial content
- 3.5.1. Fox Sports associates each sport with an online shop
- 3.5.2. Elle.fr increasing its stable of online shops

4. Diagnosis

Le Figaro group' s e-commerce models

Tables and figures

Table 1: Top 10 news and media sites - USA - January 2009
Table 2: Broadcast and online audio services market in developed countries
Table 3: Growth of online video viewing in France, Germany and the UK between April 2007 and May 2008
Table 4: Online advertising vs. e-commerce: revenue and net margin in 2007
Table 5: Analysis of “technology and content” costs on Amazon.com