Why Requiring Registration Does More Harm Than Good For News Sites
from the diminishing-your-readership? dept
We've been discussing news site registration lately, and Digital Deliverance has a piece where they explain why it's likely to backfire for almost all sites who try it. As we were just saying last week, sites that require registration and/or demographic info tend to get many fewer visitors and a ton of bogus data. As the Digital Deliverance piece points out, most sites aren't even doing anything with that dirty data - so it's completely useless. They're getting fewer visitors and bad data they don't even use for any reasonable purpose. This certainly doesn't help them get more advertising, but the fewer readers does mean they'll get less advertising. Doesn't seem like such a smart strategy - and yet more sites seem to be doing it every day.Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
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registration
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Re: registration
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Re: registration
Mike, I agree with Matthew, they are doing it because they can go to the advertisers and tell them "we have 30,000 registered users." I doubt they get much more for it, but I seem to remember someone telling me that most advertisers now want the minimum distribution size of a webpage before they come up with a deal on an advertisement scheme.
I still agree with you that this is stupid. I've clicked "back" or closed the browser when pointed to a news story that required registration, and it wasn't because I was interested in getting the info for free (I was genuinely interested in reading the article, and probably would have paid to read it.) I am registered with a bunch of sites, but I cannot remember the damn passwords and instead of going through the rigermaroo of getting my password reset or sent to me through email, I just move on. I quickly loose interest in a article I have to spend 20 minutes to get.
Most sites store my authentication info as a cookie, but I am careful with cookies, so sometimes that doesn't even work. If they had an easier way to do this, I'd use them.
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Re: registration
My guess is that this isn't all that common, so the data is pretty useless.
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Re: registration
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Re: registration
Good idea, but many of these sites don't have that account, and I usually don't even register, so I have no intention of making this account on the ones that don't, but maybe others inclined to do so could instead.
However, how do you get around the occasional prankster that changes the password on you and then promptly forgets it? The account is no longer accessible and you cannot create a new one.
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NYT Random Login Generator
http://www.majcher.com/nytview.html
Fnord! :)
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search engines
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Dirty data
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Re: Dirty data
Yes, all this stuff = bad for advertisers, but it does make the publishers look better.
Anyway, as a small online publisher, I hope more DO put their info behind the walls. It makes it easier for us to get our work to the top of the engines...
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The softening up process
A subscription service has to ask for a logon. If they go straight from open access to subscription, they're asking people to pay money for a more annoying service; if they've already conditioned you to the annoyance of logging on, that's at least one less hurdle to overcome (they hope) in getting you to subscribe.
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Dumb registration practices...
I have already crossed out a few sites for this reason. Never returned to those sites. There are plenty of high quality news sites that do not require registration.
Very dumb pratice methinks. What's the point of having a list of bogus users? Surely advertisers realise this as well.
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