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In over-the-air broadcasting, the advertiser is the customer, the audience is the product, and the individual listener is a supplier. Broadcast radio is all about giving away content “free” to listeners in order to supply them to advertisers.

Satellite radio, podcasts, and streaming music subscriptions seem to be more about pleasing the listener at an individual level. That is, treating them like a customer.

I haven’t seen any examples yet of a successful business model that merges the two concepts: “listener as customer” vs. “advertiser as customer.” I think that most subscription service listeners join because they want to be a customer instead of an audience to advertisers.

Though I haven’t thought all the way through the subtle differences in the mind of the customer, I think that’s exactly where the answer lies for a successful blend of the two revenue streams. That is, until we understand the psychology of the radio listener a little better, we can’t mix advertising and pay services.

After all, if HBO, Showtime, Cinemax, and other pay TV channels started running commercial advertisements, wouldn’t you rethink your $10 monthly payment for the service? It’s a tough problem to crack.

For what it’s worth, though, in order to have a profitable advertising business in streaming media, you need a lot of listeners, according to David Frerichs, founder of iM Networks. “The reason that many of these stations aren’t profitable is simply because they’re not big enough. To create a profitable streaming radio business, you need about 10 million listener hours per month.â€? I am betting that the introductory offers Yahoo is putting out there are aimed at building that critical mass.

Att prenumerationsmodeller av musiktjänster är radio är ingenting nytt, det har både jag och andra skrivit om förut, men Om…

We thought the same thing. But Yahoo was adamant that they aren’t in this to sell ads.

http://www.businessweek.com/the_thread/techbeat/archives/2005/05/an_ad_ad_ad_ad.html

            Filed under: Internet News, Entertainmen [...]

The problem is subscripton is a limited market once you learn the details. The average music fan is not going to sit down on their PC for hours on end to sort through 50-thousands of songs each month – to move onto a playlist for songs they like enough to listen to NOT to own. Average music fans do not want to play radio station for songs they do NOT own.

But for stream recorders/hackers/crackers/hoarders, this is perfect. For $8 a month, they can grab 10-20 CD’s a DAY.

Subscriptions sound great – like Netflix but the reality of subscription music is not the same as renting a DVD – the equivilient is that for $8 you can rent all the movies you want but you havef to edit them together … some appeal yes

mass appeal – no.

Om Malik discusses the Yahoo! Music business model (The Yahoo Music Business Model). His conclusion? They might be able to make a profit through advertising if the subscriptions are free.Hypothetical scenario: what if Yahoo turned this into a free serv…

Oh yeah the Motarola iTunes phone? Ever see the light of day? Nope, thought not – last thing the carriers want is iTunes in their walled gardens.

On Yahoo Music and its subscription model.

you are right. i did the incorrect math. sorry … it was late night. i have updated the numbers. the data is even more stark. i thank you for being “public editor.” $6.50 a month in advertising – well that’s a big challenge, though not as difficult. … i think they can. anyway this is just a hypothesis.

1) You postulate that if Yahoo eats the costs ($4.5 per month) and just gets advertising revenue ($2 per month) it would MAKE money?!? Sounds like the change bank (lose money on every customer but make it up in volume!)

2) Do you really think it’s possible to get $2 per month in advertising for each user?!? Really?

http://www.buzzhit.com/2005/05/yahoo-movies-adds-recommendation.html

Yahoo is marketing itself to the entertainment industry as a complimentary platform. That argument is much more compelling when it has millions of profiles (from paid subscribers); how much are the HotJobs/Apprentice tie-ins (etc) worth to Yahoo and its brand?

IMHO, there’s more going on here than just the dollars & sense of the subscription revenues.