First, again, my public thanks to our former Managing Editor Justin Berkowitz. In the interests of keeping the business afloat, TTAC has cut the ME position from our roster. Although Justin will continue to contribute to the site, we can no longer afford his full-time services. As and when we can, I’d be delighted to renew our more intensive association. Secondly, a TTAC commentator has complained that we’re heavy on the politics/business, light on the actual car coverage. And it’s true. As I survey the autoblogosphere this morning, there’s nothing but TTAC-worthy headlines everywhere (except for AB, obviously). While I will charge our freelancers with amping-up the [strictly-defined] auto news, I’ve decided to pursue the bailout story/U.S. auto market collapse full-throttle. It’s a story in which we’ve developed considerable expertise, and one that needs an independent voice. As someone with a lot more insight that I said, this too shall pass. But until it does, TTAC’s going to cover developments as best we can, on your behalf. Thanks again for your patronage and support.
[UPDATE:: OK OK. Forget the subscription model. Jeez!]
I’d pay.
Also, I don’t mind your being “light on cars.” It’s what sets you apart from the Autoblogs and Motor Authorities.
…complained that we’re heavy on the politics/business, light on the car coverage
Keep in mind… the moment the 1st OE CEO went to “Washington”, hat in hand, asking for help, this became a political story.
If Alan, Bob, and Rick (I feel as if we’re all on 1st names by this point) wake up this morning and text “Washington” saying, “You know, we’ve had 2nd thoughts. We really don’t need govt. help ($$$). We’re going to work this out on our own …but thanks for thinking about us.”
OK, then it’s no longer a political story*.
But until that day, politics and the auto business, (or oil and pork as the case may be) are inextricably joined at the hip.
… Plus TTAC seems to be the only site doing the due dilligence. ( I’ve gotten more insights into what’s going on reading a week of TTAC (any week) than a year of Automotive News’ (supposedly the “Industry Bible”) puff pieces.)
* There will always be some politics in auto news what with cafe, speed-cams, energy-related issues.
I understand that with a Federal bailout in the works business is inextricably wrapped up with politics, BUT the tiresome “yes-he-did, no-he-didn’t” juvenile political arguments that erupt do little to advance our collective understanding of the auto business. If they could be discouraged more progress on understanding and correcting the woes of the Detroit 3 would be made.
The Pelican Parts BB just set up a politics and religion only area– perhaps TTAC should do the same so those who wish to discuss Nazis and Commies can do so to their hearts’ content.
Partial subscription, eh? Interesting. Allow me to be the first to suggest against it; this is a business that’s damn difficult to capitalize, but you’re up against a fair number of competitors who are offering what you’re offering for free. I’ll say this for sure: I have never paid a dime to read anything on the Internet, ever. You better have some fascinating stuff hiding behind that subscription if you expect people to pay for it, but you better keep a lot of great stuff free so poor people keep coming. You probably won’t want to be the first to go the subscription route, though if that’s the difference between going down and continuing the site it’s worth a shot.
I’m glad to hear that you’re pushing to get more auto news and less political flim-flam and blogsquabble. I’ll be pulling for the site to succeed, that’s for sure!
As it was said before, politics and truths separate you from the others.
“save the Big 2.5, Save the world” lol
(*sorry, I have catching up on Heros)
Oh, and by the way…..PODCASTS! WE NEED PODCASTS!
wsj.com I pay for…..
TTAC? c’mon guys > half the good stuff on TTAC comes from the readers
kalamazoo, can you tell me who these competitors are who are “offering what [ttac is] offering for free”? I’ve never seen one, and I’m not saying that just to be a sycophant but because I’d frankly be interested to learn where they are…
Write what you want. Charge what you need to. When/if the views drop you’ll know that the price/content is wrong and corrections will be made. Sirius/XM have charged since their beginning and they still don’t make a profit.
half the good stuff on TTAC comes from the readers
Should readings/posting comments then be subscription-only? Reviews, Deathwatches, and whatever brings in pageviews ought to remain free.
I won’t pay. It’s not that I don’t enjoy the site it just that there are too many free sites out there to put out any money just to read some stuff on cars. If my job depended on the information I would consider paying but I read for entertainment only. Salon and the NY Times tried pay schemes and they didn’t work. I think you’ll just lose readership and limit opinions for money to a few fanatics when the diversity of readership and comments is one of your appealing characteristics. What a pay scheme will do is open up the niche you have to others who will offer opinions for free. Good luck.
Yeah, if there are other auto sites like this one, please link em.
I have some reservations about a paid sub method; it could work but you’d see a major drop in numbers if all the good stuff was behind a firewall. If the NYT can’t pull it off, its not to be done lightly.
Have you considered TTAC swag?
Or going back through the GM Deathwatches, picking out the best and most illustrative pieces, and making them into a book?
indi500fan :
…TTAC? c’mon guys > half the good stuff on TTAC comes from the readers
I think Indie500 fan has a very good point. You’ve succeeded in creating a popular gathering place for the like-minded (Cheers for gearheads) and provide a lot of good content. But the readers enrich that content with endless deep/insightful/witty comments.
Trying to monetize an information site is an admirable idea, but going to be hard to do. The internet grew with an endless amount of free content and we’ve all become used to that.
Here’s some food for thought… you might want to investigate the http://www.jayski.com business model.
Jayski is a NASCAR-obsessed guy who (so they say) started this all-things-NASCAR site in his basement. In any event it’s become one of those “go to” sites for all-things NASCAR.
The layout/graphics is pretty basic but it’s rich in content.
Somewhere along the line he cashed in by selling out to ESPN.com. Other than a couple of ESPN logos and links it’s still the same simple layout/rich content site; and evidently the same guy runs it.
Maybe you don’t want to give up any control at all, but it’s just a thought.
Robert,
I have mentioned this before and will say it again. Like the New York Times, or the Economist, you are one of the few sites that could persuade a visitor to sit through a one page add for every click.
My thought is that every time a reader clicks on a story, or clicks to comment, they get a fast loading, no flash, single page ad,ideally magazine style with visual pun, minimal copy and tagline.
If you can show your advertisers that people who frequent the site are willing to “endure” this, in fact suggest it as readers with an interest in keeping the site going, then TTAC will become very desirable real estate to them.
Again, paid subscription is risky. I am probably in, although I hate online payment, and might do it through a friend, but you are going to lose something. Consider the one advert per click model, poll readers and impress your advertisers.
I don’t mind scrolling past a one page ad to get through an interesting article, or to add my two cents.
The only really successful subscription websites are porn.
Yes, some of this is porn (to the car junkies like me), it’s just not the same as, well, you know.
I understand the realities of the new economy/depression. RF – you’re making the right moves so far. Subscription probably isn’t one of them.
I’ve been a “member” of a Saab site for a couple of years.
That gives me access to some members only forum areas, gallery area, a special avatar ;-), and a few added bennies. But other than that there is no distinction between what I see and others see (or not see), than that.
Similarly, we have a local “hometown” online site. Every holiday they open up the paypal “cookie jar” — those who donate $50 or more get a little “supporter” notation by their online name. (but no content differentiation)
Either of these give an opportunity to those who can and want to to “join” and offer monetary support.
Hate to say it, but look at the nytimes.com and wsj.com experiences — they quickly found that limiting access to content marginalizes the site too much to make online advertising an effective revenue stream. (btw, full disclosure, I worked at nytimes.com)
Wish you well with the business model — and keep up the good work!
Pete
Does TTAC have a masthead?
A few people have asked about other sites that offer what TTAC does – obviously TTAC is the only source for real knock-down drag-out honest reviews, but there are myriad outlets for auto reviews, car news and business articles. I’m not going to list them because I don’t care to advertise for other sites but everybody here knows full well that there are numerous sites offering similar content and coverage, though it may be biased. The best way to make money is to develop a strong sponsorship relationship with an advertiser, but clearly this site’s MO is in direct conflict with this option.
One problem with the pay-site model is the comments – RF is quite proud of his ability to moderate the comments and content on this site, and he does a fantastic job of it, but I think you’ll run into problems trying to ban and/or punish offensive commenters who are paying a subscription to visit the site and participate in the conversation. Payment places more power in the hands of the visitors, which is good in a lot of ways, but it becomes a matter of how much control the site is willing to cede to potentially offensive commenters. I sense that people will be less willing to pay good money to participate on a site with a “2 strikes and you’re out” policy.
Would a partially paid site accomplish its financial goals? My guess is that so much depended upon the execution. Are you ready to add that layer of complexity? And if you go there, do you have a Plan B if it doesn’t work?
As a reader, I’d consider paying for content if the amount seemed in sync with the caliber of the product.
I like that you are covering the business and political side. The commentor’s criticism illustrates that this may have a limited market, but my sense is that there’s a decent niche for it . . . at least as long as the industry is in crisis. That should last at least a few years, no?
That said, if you start charging I hope you’ll moderate your political conservatism by counterbalancing it with other points of view. I’ll pass if a paid TTAC functions as a dutiful echo of the WSJ editorial page.
POV matters. A big reason I pulled the plug on my Car & Driver sub was that I couldn’t stomach continuing to support a magazine with an editorial slant on global warming that might as well have been written by coal industry flacks. Disingenuous spin presented with inelegant snarkiness. Do they have a right to their opinion? Of course, but let them pay for their own propaganda.
Many said I won’t pay.”
To which I add, “Nor I.” I enjoy this site and the conversation, but aside from the excellent commentary, opinion and snark, much of the content is based on news items available elsewhere.
Additionally, based on my experience using three other (non-automotive) sites, attempts at becoming “pay to play” rarely work out. Two of the three closed within three months and the third went back to free access.
Keep the Truth free.
JT
I say this as an industry “insider” … that is the Internet industry (I work for a web host/colocation facility): SUBSCRIPTION MODELS DO NOT WORK. Your $$model assumes that all this traffic to your website is potential revenue. So you put up a toll-booth and traffic drops from a torrent to a trickle to a drip, drip, drip, to … nothing. In the end only your mother and one crazy guy will be subscribers.
Trust me, I’ve seen it over and over again. It doesn’t even work anymore in the porn industry. It certainly won’t work here.
Toll-roads only work where no other reasonable route exists.
–chuck
I would suggest a little more creativity – subscriptions ain’t gonna work. Maybe you can start a GM Death Pool and take a cut (or is that illegal gambling). Anyways, something a little more original. Besides, you might actually have to listen to your readers when we ask you to stop b*tchin about Autoblog if we pay you.
Paid subscribers could get benefits that do not include hidden content but do include such things as the ability to post images with text. (A graph can be worth a thousand words.)
I don’t know much about how ad revenue works, but I think the addition of a forum would bring an enormous increase in the number of page views
Hey I didn’t realize Justin was from MN… woop woop represent!
Oh, and by the way…..PODCASTS! WE NEED PODCASTS!
Seconded. I dearly miss listening to Justin, Johnny and/or Robert whilst whittling away this late-night hours and/or driving into work in the morning.
Chuck has a good point about subscription-based websites: you have to have platinum-coated content for it to work. Outside of iTunes, Consumer Reports and a few vendor technical support sites, no one pays for content on the web. They used to pay for porn, of course, but not in significant volumes since 2002.
What I have seen work is tiered premium content: stories posted earlier for paying subscribers to comment on, more detailed reviews, high-resolution photos, access to archival material or advanced search services: all those I think people would pay for. Heck, I’d pay for the Podcasts.
The Fark model works-you get the main site for free (ad-supported), but you get a bit more for five bucks a month. But TTAC isn’t big enough to copy that, I don’t think.
Could we pay in kind, i.e. submit an article once a month and get a free pass?
I dont know if this is possible, but how bout offering various newspapers around the country the right to carry your editorials… and making them pay well for it of course.
While I can see that they might not want to pay for something that someone can get free on-line, I’d counter with the fact that the VAST MAJORITY of their subscribers don’t read TTAC. (of course, they might once they read some of your editorials in their fav news paper)
Just a thought.
How about some kind of weekly giveaway. Like a TTAC t-shirt or coffee mug. It could be the award for some kind of contest like the best GM-related limerick, or the first one who emails in a photo of a never-before-seen disguised future vehicle on public roads. Of course, entries would have to be in by the end of each week. This could lead to higher active participation in the site, and higher interest in general, with minimal expenditure. The higher page hits (hence higher ad revenues) would pay for the schwag. Hey, it takes money to make money…
I have to say I like this site without a forum. It’s full of great information without all the thousands of crazy threads of mostly useless comments. It’s like a great multi-vehicle editorial and news page and that is why I love reading it.
I would certainly be willing to support TTAC with a membership to help pay for your time and the equipment required. You don’t even have to do anything special then just bold our names as paid members? Keep it easy as we do love the editorials and news here and want your focus to remain there. :)
I’d agree with some other’s idea for some sort of membership, while keeping the site open to everyone. Public radio has done this successfully, and I love a lot of the content that comes out of this kind of media model. Of course, others will claim that it leans left, but I find it much more fair, transparent, responsive to its audience, and open to criticism than you’ll find elsewhere.
For one, I’d being willing to pay to specifically support daily podcasts. I love the car nerd talk, and most other car podcasts offer either video-crazed pimpatorials or weekly news rehashes that lack enthusiasm and energy.
On a side note, I’ve found that TTAC’s podcasts are the best motivation I’ve ever had to get back in shape, as the car nerd stuff is the best distraction from the monotony and ache of running. Just finished my first 5K listening to nothing but TTAC podcasts.
It’s already been pointed out that editorial content isn’t the only thing that draws people to TTAC. The active comment section, including some pretty knowledgeable commenters, is also a draw.
When readers are contributing a significant amount of the content of a site, it seems inappropriate to charge them for adding value here.
I have a small embroidery shop and next to convincing everyone that Hitler was an Austrian and Beethoven a German, the greatest PR success of the 20th century was Nike’s realization that people would pay to advertise Nike by wearing their logo. Charging a subscription to TTAC would be like folks embroidering apparel for Nike and then paying for the ‘privilege’.
BTW, Robert, has TTAC or its corporate overlords ever considered TTAC apparel or other merch?
swatlax’s reference to public radio is appropriate. When NPR or PBS have fund drives, I give, since I listen and watch. Don’t have to, but I feel it’s the honorable thing to do: if you routinely take advantage of something that’s provided free, why not donate? Your choice, of course.
I wonder how many Muslim families celebrate a child’s coming of age by going out for some pork.
I seem to recall TTAC having a merchandise store awhile back. With coffee mugs and tshirts, I distinctly remember a “TTAC” license plate logo on the merch…
I dunno. There’s a lot that could be done with The Truth About Cars merchandising.
Instead of a mandatory fee subscription, I’d suggest some kind of donationware model. There are those with big pockets, those with small pockets, those that consider the value high or not so much. The point is, I’d gladly donate some money out of free will, though I’m not so glad to be forced to pay for content. And TTAC has a cause I’d want to support.
There’s also the question of overseas readers. I would guess that at least 10 percent of both readers and contributors comes from at least 200 other countries than U.S. of A.
I wonder how many Muslim families celebrate a child’s coming of age by going out for some pork.
Funny you should mention that, I just came back from a dinner of Korean fire pork with two Muslim colleagues. Both of them were gay, by the way, so when I asked the pork question they mentioned that they were probably going to hell regardless.
Mr. Farago,
I like the site. I, like most people, only buy a car once every few year. But we all pay taxes every quarter. And we, the autoworkers, and suppliers, have bills to pay every month.