メディア企業のEコマース戦略

Media Companies' e-Commerce Strategies

発行	IDATE
出版日	2009年02月	商品コード	82908
ページ情報	英文 30 pages
価格	こちらの商品の販売は終了いたしました。

当商品の販売は、2011年11月23日を持ちまして終了しました。

原文目次

Abstract

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