Gazeteler alternatif kaynak yaratmalı
ABD’yle yaşanan ekonomik ve siyasi gerilim sebebiyle yükselen döviz kurunun yazılı basında ilk etkilerini görmeye başladık. Gazetelerin gelir-gider dengesini koruyabilmesi ve yayın hayatına devam edebilmesi için, yaratılabilecek alternatif gelir kaynakları üzerine düşünmekte fayda var.
Son 2 haftada yaşananları kısaca özetleyerek başlayalım.
- Aydınlık gazetesi “artan maliyetler ve kağıt sıkıntısı sebebiyle” yayınına 3 gün ara verdi. (21 Ağustos)
- Mizah dergisi LeMan, derginin boyutunu küçülttü. (29 Ağustos)
- Mizah dergisi Uykusuz, dergi fiyatını %25 artırdı. (29 Ağustos)
- Ayrıntı Yayınları, kitap fiyatlarını %25 ile %40 arasında artırdı. (31 Ağustos)
- BirGün gazetesi, gazete fiyatına zam yaptı. (1 Eylül)
Gerçekçi olmak gerekirse, ithal girdiyle üretim yapan tüm basın sektöründe benzer şekilde fiyat artırma veya boyut küçültmenin yaygınlaşmaması mümkün değil. Basının neredeyse bütün girdilerinin ithal olması ve dövize endeksli olması, SEKA’nın özelleştirilmesi, yayınevlerinde ve dergilerde yaşanabilecek telif sıkıntıları başka bir yazının konusu olsun ve şimdi gazetecilik özelinde devam edelim.
Gelir kalemlerini artırmak şart
Gazetelerin iki ana gelir kalemi var: Biri basılı nüshalardan elde edilen gelir, diğeri de dijital yayıncılık mecraları üzerinden elde edilen gelir. Dünyada da gazetelerin temel gelir modelleri olarak bu iki eksen göze çarpsa da, gazeteciliğin olması gerektiği gibi sürdürülebilmesi ve gazetelerin kapanmaması veya işlevini yerine getiremeyecek kadar küçülmesini önlemek için farklı arayışlar mevcut. Yeni gelir modelleri de genellikle Alabonelik sistemi ve bağış toplama yöntemlerinin kombinasyonları olarak karşımıza çıkıyor.
Alternatif gelir üretme modellerini başarıyla uygulayabilen The Guardian, web sayfalarında veya uygulamalarında çok sınırlı olmak kaydıyla dijital reklam alanlarını kullanıyor. Okuyucularından “sayfalarının temiz kalabilmesi” ve gazetecilik faaliyetlerini sürdürebilmeleri için bağışta bulunmasını talep ediyor. Bu talebini de makul gerekçelere dayandırarak okurlarını inandırmış olacak ki geçtiğimiz yıl 375 bin kişi bağışta bulunmuş.
The New York Times, sitesine ilk kez gelen kullanıcılarına, ayda 3 içeriği ücretsiz okuma hakkı tanıyor. Daha fazlası için de abone olmak gerekiyor. Peki gazetenin bu talebi okurlarda karşılık buluyor mu? 2,8 milyon kadar okurda karşılık buluyor. Gazetenin açıklamasına göre sırf 2018’in ilk çeyreğinde 139 bin kişi dijital abonelik yapmış.
Abonelik ve bağış mekanizması kadar etkin olmasa da, gazeteci/yazar – okur buluşması tarzı etkinliklerden de gelir üretebilen gazeteler de yok değil. Öte yandan Civil gibi blok zincir temelli sürdürülebilir gazetecilik girişimleriyle yaratılmaya çalışılan alternatiflerde henüz emekleme aşamasında olmasına rağmen umut veriyor.
Türkiye’de gazeteler dijital üyelikle ne vadediyor?
Türkiye’de gazetelerin bir bölümü dijital abonelik ve bağış sistemini kullanıyor olsa da hangi gazetenin ne kadar dijital abonesi var veya hangi gazete hangi zaman aralığında kaç kişiden bağış toplamış bilmiyoruz. Bu nedenle veri üzerinden analiz yapmak mümkün değil ancak birkaç saptamada bulunmak ve soru sormak mümkün.
Dijital aboneleri için gazete sayfalarını PDF olarak görüntüleyebilme (Dünya), reklamsız sayfalarda haber tüketebilme (Sözcü Plus) veya gazetenin arşivine sınırsız erişim (Cumhuriyet) gibi farklı gazetelerin farklı uygulamaları var. Bunlar okuyucuların ücretsiz olarak erişebilecekleri haberlere para vermelerini sağlar mı, tartışılır. Tabii diğer taraftan da ülkedeki gazete okurlarının ne kadarı dijital gazetelere para vermeye hazır? Gazeteler kendi üzerine düşeni yapmaya ne kadar hazır? gibi sorular birbirini doğuruyor.
Sektöre dair yapılan değerlendirmelerdeki genel eğilim, reklam modellerinden aboneliğe doğru bir geçişin olacağı öngörüsünü barındırsa da bu geçişi sağlarken abonelere sunulacak artı değeri şimdiden düşünmek gerekiyor.
Gazetecilikte günü kurtaran gelir modelleri, yarın hiç umulmayan krizleri bir anda kucağımıza bırakabilir. Çünkü gelecek, sandığımızdan hızlı ve öngörülemez şekilde geliyor.
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