Rethinking paywall business models for publishers
We Like Mags and Purple in conversation with York Walterscheid, Managing Director of CeleraOne
This episode is about paywall software that fits audience development like a glove. Christian Kallenberg and Benjamin Kolb spoke with York Walterscheid, Managing Director of CeleraOne. A company that is so successful that the media group Axel Springer unceremoniously took it over in March 2019 and has thus not only been using the technology itself since 2012, but also licensing it to other customers such as Zeit Online, Süddeutsche, NZZ, Tagesspiegel and many others.
Click-accurate targeting of tens of thousands of users
Celera One helps publishers monetize their digital content and offers paid content solutions, identity management and user segmentation and targeting, all in real time. From the beginning, the company had specialized in the field of data tracking. An area that is not only promising for publishers, but also extremely useful. Walterscheid refers to the "memory" technology that CeleraOne has developed to measure every click of tens of thousands of readers simultaneously. This, he says, enables publishers to make specially tailored offers for each:n.
Weiterführende Links
- www.celeraone.com
Episode content
01:19 - What does CeleraOne do?
02:44 - Where do publishers in Germany stand in the area of audience development?
03:42 - Are there even "the best business models" for publishers?
06:02 - Becoming an animal: Why the role of the marketeer is essential for publishers
11:50 - Memory technology for more target group transparency
23:31 - Business intelligence as a basis for audience development
26:09 - Get out of your own news bubble
31:18 - Which item is actually paid and which item is free?
35:14 - AI that benefits journalists
40:17 - Career changers as e-commerce experts for the publishing industry
41:47 - No half measures in audience development
42:56 - York Walterscheid private