The Quote
“People want to use whatever screen they prefer. Some people want a laptop or a tablet, some people want a television, a big TV. They want control over when they watch, what they watch; they want to be able to pull things that they want.” Jeff Bewkes, Time Warner CEO told the New York Times David Carr.
Bewkes, both with HBO and Time Inc plans, is on to something all savvy media execs should get. The customer wants the technology — and the platform of delivery — to be transparent. We want what we want, and we don’t want to be nickel-and-dimed along the way. One-number pricing, what I’ve called ”all-access pricing” across all platforms, depending on product, print, broadcast, cablecast, mobile and computer will be a winner with consumers — if the product itself is high-quality.
Of course, consumers will be able to buy a la carte as well. For those loyal and habituated to the brand, though, all-access will make the most sense.
The FT is offering all-access pricing, and expect the New York Times to offer it when it launches metering next year as well. Big question for the Wall Street Journal — and Dow Jones: Will it drop its per platform charges (now separate for iPad and mobile) and allow a single (and higher) rate for all-access? I’m betting yes.
