Nuts to charge for premium online content

IPC Media it is to start charging to watch some branded content on the Nuts site for the first time, a move that could lead to similar initiatives being rolled out to its publisher IPC Media’s other brands.

IPC Media sets sights on e-commerce expansion with the introduction of an online payment system for Nuts.

The videos are being hosted on a new ‘Nuts VIP’ section on the men’s lifestyle title’s site where viewers can pay to watch exclusive content produced by the magazine’s editorial team. Users will have to sign up the new service and the videos will include interviews with models and live photo-shoots.

IPC Media has worked with ecommerce business MPP to develop the payment system, which it says is a trial to “successfully monetise” its content without “jeopardising the experience for our loyal users.”

It is hoped the move will lead to similar initiatives for titles such as Ideal Home, NME and Uncut.

A spokesman for IPC Media says: “This deal is about Nuts and IPC Media trying to monetise their own video content. It’s not focused on using content from advertisers at the moment. Driving publishing revenues in the digital age is an increasing priority. The publishing sector as a whole is widely embracing the shift to digital and it is imperative for publishers to ensure they continue to drive revenues in a digital-only world.”

The publisher has been beefing up Nuts’ online offering in recent months after seeing its print circulation fall by 21 per cent to 90,134 during the first half of the year, the biggest faller in the men’s magazines market. In August, it announced plans to start selling ‘fun and adrenaline fuelled holidays’ from a microsite.

Monetising online content is an increasing priority for publishers as they look to shift from ad-funded models to strategies that generate advertising and e-commerce revenue. Last month, Bauer announced that it was introducing an e-commerce element to its upcoming Grazia iPad app, which lets readers purchase clothing as well as other branded products directly from the app. Both Time Out and Conde Nast have also launched bids to widen their online revenue streams since the start of the year.

Elsewhere, IPC Media is working with mobile app agency Swanify to develop an “app framework” that aims to deliver web content direct to mobile so that readers can access breaking news and features when offline. The company says the move will provide increased inventory for commercial partners, “in a made-for-mobile environment.”



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