{"id":58005,"date":"2007-10-02T06:00:00","date_gmt":"2007-10-02T04:00:00","guid":{"rendered":"https:\/\/mediarun.com\/index.php\/news-posts\/spadek-nakladu-moze-zwiekszac-zyski\/"},"modified":"2007-10-02T06:00:00","modified_gmt":"2007-10-02T04:00:00","slug":"spadek-nakladu-moze-zwiekszac-zyski","status":"publish","type":"post","link":"https:\/\/mediarun.com\/pl\/media\/prasa\/spadek-nakladu-moze-zwiekszac-zyski.html","title":{"rendered":"Spadek nak\u0142adu mo\u017ce zwi\u0119ksza\u0107 zyski?"},"content":{"rendered":"<p><P>Gazety coraz cz\u0119\u015bciej stawiaj\u0105 na jako\u015b\u0107, a nie ilo\u015b\u0107. Tak\u0105 polityk\u0119 po cz\u0119\u015bci wymuszaj\u0105 sami reklamodawcy. Obecnie bardziej zale\u017cy im na konkretnych grupach docelowych, kt\u00f3re mo\u017cna \u0142atwo znale\u017a\u0107 w sieci ni\u017c na czytelnikach okazjonalnych. <BR><\/P><br \/>\n<P>Dlatego gazety zmniejszaj\u0105 swoje wydatki na reklam\u0119 czy zni\u017cki. Dla wydawc\u00f3w coraz wa\u017cniejsza staje si\u0119 nie ilo\u015b\u0107, a lojalno\u015b\u0107 czytelnik\u00f3w. Przyci\u0105gni\u0119cie nowego czytelnika i zatrzymanie go sta\u0142o si\u0119 zbyt kosztowne. <\/P><br \/>\n<P>Wed\u0142ug Newspaper Association of America przeci\u0119tny koszt pozyskania prenumeratora wynosi\u0142 w 2006 r. 68 dol., czyli ponad 2 razy wi\u0119cej ni\u017c w 2002 r. Niestety wi\u0119kszo\u015b\u0107 czytelnik\u00f3w zach\u0119conych do prenumeraty zni\u017ckami wycofuje si\u0119 z subskrybowania pisma, kiedy promocyjna oferta dobiega ko\u0144ca. Koszt przekonania go do si\u0119gania po gazet\u0119 i dostarczania jej pod drzwi przewy\u017csza cz\u0119sto koszt samej gazety. Wi\u0119kszo\u015b\u0107 ameryka\u0144skich gazet zarabia na reklamach, a nie na sprzeda\u017cy nak\u0142adu. <\/P><\/p>\n","protected":false},"excerpt":{"rendered":"New York Times sugeruje, \u017ce w niekt\u00f3rych sytuacjach wydawcy sami doprowadzaj\u0105 do spadku nak\u0142ad\u00f3w, gdy\u017c jest to dla nich op\u0142acalne.","protected":false},"author":1,"featured_media":58006,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":""},"categories":[9673],"tags":[],"class_list":{"0":"post-58005","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-prasa","8":"cs-entry","9":"cs-video-wrap"},"_links":{"self":[{"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/posts\/58005","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/comments?post=58005"}],"version-history":[{"count":0,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/posts\/58005\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/media\/58006"}],"wp:attachment":[{"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/media?parent=58005"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/categories?post=58005"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/tags?post=58005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}