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Jonathan Lewin, CEO of eMeta, has considerable experience with the paid, compelling, well-packaged 'wanna-have' content market. eMeta has provided the fulfillment back end and consulting services to new York Times Digital, Financial Times, Hoovers.com, and many other types of paid-for online content. Lewin is convinced that consumers are already willing to pay up for content that they want, rather than need, and his evidence is the online version of the 'New York Times' crossword puzzle at $5.95 per month as a model of turning 'wanna-have into gotta-have product.' The value of the crossword puzzle subscription is in multiple components, including the daily puzzle and a console in which people get clues, access thousands of archived puzzles, play against the clock, and compete against a friend. More than a puzzle, the offering is a concrete piece of software with unusually compelling functionality. eMeta is also moving into online gaming by assisting providers of casual card and puzzle games in moving audiences from an ad model to a pay-for-play model, which is a rugged market, since millions have maneuvered through ads before playing games on Yahoo! and MSN. Personalization increases the appeal of the content and the nature of the offer, since, says Lewin, users should have more than one way to buy into online products.
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Information Sources, Inc.
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