Recently Schibsted‘s Norwegian publisher Media Norge outlined to investors the key challenge they face in building their digital business: “Overall traffic levels may be reaching saturation and online ad prices are stagnating.”
As PaidContent reported, the company also disclosed its average revenue per user (ARPU) rate, giving us a rare look under the bonnet of one of the world’s most successful digital publisher. The company , acknowledged that average income per monthly unique visitor of two Norwegian krona (that’s $0.32 or £0.21) is now less than it was back in 2006.
That’s still more than double the Guardian Media Group’s 2007 rate of 10p (that’s $0.16 or 0.97 Norwegian krona), if my back-of-the-envelope calculations based on figures in their 2008 Annual Report are correct.
To double check, take a look at these slides which I used for a presentation for the Digital Editors' Network earlier this year.
How much is each of your users worth? And how do those figures compare?