Abapapashi: I-Paywalls ifuna ukufa. Kukho iNdlela eNgcono yokwenza imali

Umshicileli woMxholo weJeeng Ukwenza imali ngokuchasene nePaywall

Ii-Paywall ziye zaba yinto eqhelekileyo kupapasho lwedijithali, kodwa azisebenzi kwaye zenza umqobo kushicilelo lwasimahla. Endaweni yoko, abapapashi kufuneka basebenzise intengiso ukwenza imali ngamajelo amatsha kwaye banike abathengi umxholo abawunqwenela simahla.

Emuva kwiminyaka yee-90, xa abapapashi baqala ukuhambisa umxholo wabo kwi-intanethi, kwavela uluhlu lwezicwangciso: kuphela iintloko eziphambili zezinye, iintlelo ezipheleleyo zabanye. Njengoko babesakha ubukho bewebhu, kwavela uhlobo olutsha ngokupheleleyo lwedijithali kuphela okanye upapasho lokuqala lwedijithali, lunyanzela wonke umntu ukuba angene ngokupheleleyo kwidijithali ukuze akhuphisane. Ngoku, nakumagqala oshishino, ushicilelo loshicilelo luphantse lwaba yifiddle yesibini kubukho babo bedijithali.

Kodwa nanjengoko upapasho lwedijithali luye lwavela kule minyaka ingama-30 idlulileyo, inye into esele ingumngeni—ukwenza imali. Abapapashi baye bazama iindlela ezahlukeneyo, kodwa enye ibonakaliswe ngokungaguqukiyo ukuba ayisebenzi jikelele: i-paywalls.

Namhlanje, abapapashi abanyanzelisa ukuhlawulisa umxholo abaqondi ngokupheleleyo ukuba ukusetyenziswa kweendaba kutshintshe njani kwihlabathi jikelele. Ngoku, ngokhetho oluninzi, kubandakanya ividiyo yokusasaza abathi abanye bayifumanise inyanzelekile, yonke imodeli yemidiya itshintshile. Uninzi lwabantu lufumana imidiya yabo kuluhlu olubanzi lwemithombo, kodwa bahlawula kuphela enye okanye ezimbini. Kwaye ukuba awukho phezulu kuluhlu, awuhlawulwa. Ayingombandela wokuba umxholo wakho ufanelekile okanye unomdla okanye ufanelekile. Sisabelo sengxaki yesipaji. Akukho nto yaneleyo yokuhambahamba.

Enyanisweni, idatha iqinisekisa ukuba abantu abafuni ukuhlawula umxholo.

I-75% ephezulu ye-Gen Z kunye neMillennials sele betshilo musa ukuhlawula umxholo wedijithali—bayifumana kwimithombo yasimahla okanye abayifumani kwaphela. Ukuba ungumpapashi one-paywall, ezo kufanele ukuba ziindaba ezoyikisayo.  

2021 Digital Publishing Consumer Survey

Ngapha koko, umntu unokuphikisa ukuba iipaywall zisisithintelo sokwenyani kwinkululeko yoshicilelo esilibambe kakhulu kweli lizwe. Ngokunyanzela abathengi ukuba bahlawule umxholo, uvimbela abo bangakwaziyo okanye abangayi kuhlawula ekufikeleleni kwiindaba kunye nolwazi. Kwaye oku kuchaphazela kakubi yonke ikhonkco lexabiso leendaba-abapapashi, intatheli, abakhangisi kunye noluntu.

Kuthekani ukuba, kwindalo yethu yemidiya yedijithali, bekunganyanzelekanga ukuba size nento entsha, efana neepaywall, emva kwayo yonke loo nto? Kuthekani ukuba izikhululo zethu zeendaba zikamabonakude zasekuhlaleni bezilungile ngalo lonke ixesha? Qhuba nje ezinye iintengiso ukuxhasa indalo kunye nokusasazwa komxholo.

Unokucinga ukuba oko kuvakala ngaphezu kokulula. Ukuba awukwazi ukuxhasa upapasho lwedijithali kunye nebhena nje okanye iintengiso zemveli kwi-intanethi. Olo luntu kunye nokukhangela lufunxa imali eninzi ekhoyo yentengiso, akukho neleyo eseleyo kubapapashi abazimeleyo.

Ke, yeyiphi enye indlela engcono? Ukwenza imali ngamajelo othethathethwano nina ukulawula, njenge-imeyile, izaziso zokutyhala kunye nezinye iindlela zokuthumela imiyalezo ngokuthe ngqo. Ngokunikezela nge-imeyile engahlawulwanga kunye nokurhuma, kunye nokwenza imali kwabo banentengiso yohlobo ngaphakathi, abapapashi banokugcina abaphulaphuli babo bebandakanyeka ngelixa beqhuba ingeniso entsha.

Iindaba ezimnandi zedatha zibonisa ukuba abathengi bavulelekile kolu hlobo lokwenza imali.

Phantse aba-3 kwaba-4 bathi bangathanda ukubona iintengiso kwaye bafumane umxholo simahla. Kwaye kubapapashi abaxhalabele ababhalisi babo baya kukhutyekiswa ziintengiso kwi-imeyile okanye ngokutyhala, idatha ibonisa ngokuchaseneyo: phantse i-2/3 ithi abakhathazwa kwaphela okanye bangaziboni iintengiso.

2021 Digital Publishing Consumer Survey

Okungcono, uninzi lwabathengi bedijithali bathi bazibandakanya neentengiso kwiiwebhusayithi zabapapashi. Abanye i-65% yeGen Z kunye ne-75% yeMillennials bathi baya kucofa kwiintengiso kwiincwadana zeendaba ze-imeyile ukuba bayamthemba umthumeli, kwaye i-53% ye-Gen Z kunye ne-60% yeMillennials ivulelekile kwiintengiso kwizaziso zokutyhala-ukuba nje ezenzelwe wena.

Kubavakalisi abajonge ukwandisa ukwenza imali kunye nokukhulisa ingeniso, ukwakha ubudlelwane be-1: i-1 kunye nokuhambisa umxholo owenziwe ngumntu ngaphezu kwamajelo abawalawulayo kutyalo-mali olungcono kakhulu-kwaye lusebenza ngakumbi-kune-paywall.

Abathengi bafuna ukufumana umxholo wakho. Kwaye bazimisele ukuhlawula ixabiso ngendlela yokubona iintengiso ukuze bazifumane simahla. Ngokuphumeza isicwangciso esinamandla sokwenza imali usebenzisa i-mediums ezifana ne-imeyile yeendaba kunye nezaziso zokutyhala, unokubanika oko bakufunayo ngaphandle kwemiqobo engeyomfuneko ukuba bangene endleleni.

Khuphela uPhando luka-2021 lweDijithali yokuPapasha uMthengi