Because everyone on this planet reported on the OPA online content sales study when it was released last week, I did not feel the need to Blog it. I figured you guys already saw this stuff, why repeat the masses?
However, this afternoon I spent some time really looking over the numbers their research partner comScore revealed. I must
say, how come many of the numbers don't match the numbers I hear from publishers both on and off-the-record? Here's the weird thing: comScore's numbers are far more positive than most publisher's numbers. Ego-wise, you would expect the opposite. Publishers saying "We're so successful" and reality showing a harder face.
The most unbelievable metric comScore revealed was that more than 17% of free ezine readers convert to being paid subscribers.
I would like to stress the fact that I like and respect the folks at comScore and their research methodologies are darned impressive. Millions of consumers reporting into panels. Lovely primary data. So what's up? I'm going to call them...
[Note: Several folks involved with the study who read this Blog have already gotten back to me to set up conversations. Thanks! I'll be sure to post all my notes here, as always.]
Link to 17-page PDF of study results: