IMM:'MONEY' UNFURLS SUBSCRIPTION FINANCIAL SERVICE (PART 2/2)

Published on .

LICENSING AS VALUE ADDED

With the "bulk sales" approach, Time will license its content to marketers who can then offer it to their own customers or prospects as a value-added service. For example, a financial services company such as Merrill Lynch & Co. might license Money.com Plus, then offer it to customers on its Web site.In addition, Time may also license the premium service to a corporation for its intranet.The "bulk sales" or licensing deal approach was used with Time Inc. New Media's first pay product-Pathfinder Personal Edition. That launched in February 1996 for $4.95 per month, but was offered free to CompuServe subscribers through a licensing deal between Time Inc. New Media, electronic commerce company Open Market and the online service. The deal is up for renewal in February.Dan Stoller, director of media for interactive agency CKS SiteSpecific, said he doesn't put much stock in the subscription-only model, because most Internet consumers are used to free content. However, he added, "The syndication model to a Merrill Lynch might make sense. They could reach enlightened self-servers," he added, referring to what his agency calls consumers who make financial transactions and also are part of a club or community.

ADVERTISING ON HOLD

For now, Mr. Zickerman said advertising won't be sold on the subscription product. "We'll hold off for now," he said. "From the CPM standpoint, we have to get to a certain [traffic] level."Currently, Money.com attracts an estimated 200,000 to 300,000 visitors every week, and its advertisers include Discover

In this article:
Most Popular