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Katharina Brunner

Bloggin' since 2007

Kostenstruktur bei Medienunternehmen

Ben Thompson von Stratechery hat sich in seinem Text „Is Buzzfeed a Tech Company?“ mit der Kostenstruktur von Medienfirmen beschäftigt:

1. Die Unterschiede zwischen Medienunternehmen und Technologie-Unternehmen vor dem Internet:

  • Created content had a very short shelf life, which leaves a very small amount of time to recoup the fixed costs that went into its creation
  • Media’s marginal costs (paper, ink, delivery) were higher than the marginal costs for software, at least in relative terms
  • Media was generally limited in its geographic availability

2. Diese Unterschiede haben sich durch das Internet vergrößert:

  • Packaging is no longer necessary, reducing the marginal cost of software to zero
  • Multiple new business models have emerged for software, such as attracting massive user bases for free which can then be monetized through advertising or premium services1
  • Media, meanwhile, has lost its local monopoly, and advertisers have fled for platforms that have more scale – there’s that word again – and better targeting

3. Dadurch verändern sich die Möglichkeiten der Skalierung von Medienfirmen:

  • Like software, media has zero marginal cost
  • Multiple new business models have emerged for media, such as attracting massive user bases for free which can then be monetized through advertising or premium services
  • The addressable market for media is the connected population of the world, and content is itself self-selecting when it comes to effective targeting

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