Online revenue models in the media sector: an exploratory study on their success factors and adoption

Martin R. Stienstra, Hubertus Johannes Maria Ruel, Thomas Boerrigter

Research output: Contribution to conferencePaperAcademic

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Abstract

Especially for companies in the media sector such as publishers, the Internet has created new strategic and commercial opportunities. However, many companies in the media sector are struggling with how to adapt their business and revenue model for doing profitable business online. This exploratory study goes into the success factors and the level of adoption of online revenue models by media sector companies. We use Chaffey (2002) in determining online revenue models in which we included Osterwalder’s (2001) four ‘pillars’ of business models. These four pillars cover the twelve critical success factors for e-businesses as identified by Sung (2004). This theoretical framework was used for in-depth interviews with 20 senior managers within the media sector in the Netherlands. From this, it appeared that advertising is the most used online revenue model, with targeting advertising, lead generation and a combination of content and customer profiles as most promising. Ease of use is distinguished by all senior managers as success factor. Still, in order to be successful, all factors should be applied, and this appears not to be the case. Organizations in the media sector need to invest in technical and organizational expertise by hiring the right employees with the right knowledge. Emphasis on target advertising and lead generation are most promising. A combination of content and customer profiles is a focus-point for the near future.
Original languageEnglish
Pages-
Number of pages36
Publication statusPublished - 27 May 2010
Event18th Annual High Technology Small Firms Conference, HTSF 2010 - University of Twente, Enschede, Netherlands
Duration: 27 May 201028 May 2010
Conference number: 18

Conference

Conference18th Annual High Technology Small Firms Conference, HTSF 2010
Abbreviated titleHTSF
CountryNetherlands
CityEnschede
Period27/05/1028/05/10

Keywords

  • IR-73421
  • METIS-267657

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