Wednesday, October 18, 2006

Co-Registration Benefits Online Media

Today many of the "free" services such as YouTube, podcasts, and the upcoming SpiralFrog are basing their business models on banner or pre-roll ads, but they should make a place for co-registration and email marketing.

As I've said before, sites like YouTube and ABC.com should require free registration to get basic demographic information that could be used to justify higher CPM. But also they could use co-registration during this process to introduce customers to partners that could greatly increase their revenue. I doubt that many people would stop using these free services because of a one-time registration process that requires filling out a form.

For example, ABC.com could offer Netflix subscriptions when signing up (great for renting the DVD sets of prior seasons) while YouTube could introduce members to an electronics retailer such as Circuit City so that videographers could buy better editing equipment. Likewise SpiralFrog could offer subscriptions to Rolling Stone. The media companies could also develop customized email newsletters to pitch pay-for services.

Companies such as ClickDiario and ConsumerBase are developing new co-registration services that are non-invasive and could help media companies to turn a profit from their online operations.

Posted By John Gartner at 01:00 PM
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