Orlando's Matt Sokoloff recently finished a fellowship at the Donald W. Reynolds Journalism Institute and has released his new solution to newspapers getting subscriptions online: Lure.
The idea is for newspapers to think of themselves as an e-commerce company and start acting like one by acquiring paid readership online.
“When you’re an e-commerce company you have to start acting like one,” he said.
In addition to the 30 minute pitch above, you can read a post about Lure:
"Sokoloff said newspapers are much like e-commerce companies when their main source of revenue comes from selling a product online. Unfortunately, only a small percentage of revenues typically ends up in a newspapers’ online marketing campaign, he said. Companies such as Netflix, Pandora and Hulu spend about 25 percent of their revenue on marketing and customer acquisition."
