Journalism Online Adds Non-Profit Support With IWPR As Launch Partner
Journalism Online hasn’t moved beyond letters of intent on the commercial side but the Steve Brill-Gordon Crovitz-Leo Hindery Jr. enterprise is adding a non-profit service that already has a launch partner: the London-based Institute for War and Peace Reporting (IWPR). The non-profit service announced this morning (these are intentional non-profits, not the other kind looking at various online pay models) offers access to a range of options similar to the commercial ones: online affinity programs, micro-donations, targeted donations for projects or topics.
Some of it hinges on the concept of Journalism Online’s universal accounts; the company says account users will be able to donate when they “access content from any of Journalism Online’s affiliates around the world.” Who will those affiliates be? Aye, there’s the rub.
While JO has letters of intent from publishers that cover 506 newspapers, magazine and “leading global news sites,” as we reported last week, none of those publishers have committed yet to being part of the launch and none were identified by name. (We reported our corporate parent Guardian News & Media as a likely signer and Nieman Journalism Lab confirmed the Milwaukee Journal Sentinel is one.) And, despite the various reports using that figure as the number of pubs that have signed on, that’s not the case. Even if every publisher that signed a letter of intent stayed on for the launch (don’t lay odds on that given the nature of the various beasts), any initial efforts are likely to be limited to one or two publications in a chain and as trials.
An organization like IWPR could benefit if JO’s promised tools expand its online fundraising capability but the new company will need to achieve critical mass to make the global access concept really pay off.
Posted In: E-Commerce, Payment Systems, Micropayments, Media & Publishing, Magazines, Newspapers, Non-Profit, Online News, gordon crovitz, journalism online, steve brill

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