(or a clients-only blog)
- Substitution Value. Can your site visitors find pretty darn similar content for free elsewhere on the Web? The brand name you’re launching a sub site for better be extraordinarily strong to persuade even the casual eye that this site
is UNIQUELY worth paying for.
- Is it already selling in multiple media? Has the brand already expanded across multiple paid offline media?
- Can it spawn interactive tools? […Y]ou need content that will continually engage and interest them. What interests people the most? Themselves. Diary, planner, tip sheets, interaction, gurus.
- Ad revenue impacts. You’ll be doing the math trying to see if subscriptions will cover the loss of a large portion of eyeballs to sell ads against.
- Is the market size worth the effort?
- Did your online survey pan out? Describe the features (especially the personalized tools) and ask, “How interested would you be in getting access to this?”
- Is the content “life event” related? Life event marketing is incredibly powerful but limited in terms of account lifetime value.