What money-making sites have in common

First, yes we realize it has been a while since the last post here. The NCPA Winter Institute had us extremely busy lately. That's not an excuse, just an explanation.

So to get back on the horse, let's talk about the latest buzz on charging people for online content. The topic is either the 300-pound gorilla, the elephant in the room, the road to the promised land or the end of time. You pick the cliche that works best for you.

Like it or not, expect the discussion to continue on this issue. The topic was even broached last week during the roundtables part of the NCPA annual meeting. Editors and publishers were curious as to what their counterparts were thinking about this.

Might I suggest that before you spend too much time on this, first read the recent article by Jack Shafer in Slate.

Shafer makes the point that success in getting people to pay for content is not easy, but he did find common elements in the sites that are working. He writes that those sites have at least one of three things going for them:

1. They are so amazing as to be irreplaceable.
2. They are beautifully designed and executed and extremely easy to use.
3. They are stupendously authoritative.

A site such as ConsumerReports.org would represent that third category.

But perhaps his most interesting comments are about iTunes. Despite the recording industry's best (or is that worst?) efforts, there are still plenty of places to locate free music on the Internet. Yet, iTunes makes money for Apple. Shafer speculates that part of the success comes from iTunes being an application not tied to traditional Web browsers.

Can a leap be made from iTunes to newspapers? Quite possibly, but it will take some money and plenty of geeks (sorry if that term offends).

At any rate, be sure to read the Slate column.