To be included in the list along with massive properties like Netvibes and Zoho is a great testament to the efforts the guys have put into this company and I was particularly chuffed to see that this article made the New York Times’ Technology section.

Now all we need to do is figure out how we can get similar local recognition and then we’re well and truly sorted!

In the space of just nine short months the cost of the Sunday Times has increased considerably in each of the following countries.

South Africa
September 2007 = R9.95
June 2008 = R12.50
Difference = R2.55

Botswana
September 2007 = P11.40
June 2008 = P13.50
Difference = P2.10

Namibia
September 2007 = N$14.20
June 2008 = N$16.90
Difference = N$2.70

Zimbabwe
September 2007 = $45,000
June 2008 = $800,000,000
Difference = $799,955,000

I don’t know how the poor Zimbabweans must feel however with the rising cost of food, petrol and general day to day expenses it’s almost not viable to buy a paper in this country anymore.

This marks yet another move by a big media company to secure an agreement with Rapt and they now join the ranks of the Dow Jones and Fox Interactive Media in the plight to digital revenue.

What these three super-powers all have in common is the realisation that online advertising revenue is of critical importance to their survival in a previously dominated paper-based environment. The only way to achieve this revenue is to scrap the subscription based models and offer free content across their platforms and the agreement with Rapt ensures the tools are in place to effectively serve advertisers within the marketplace.

I found Rapt’s Vice President of Marketing, Ben Crain’s comment on the agreement very reflective of the shift we’re seeing in Global Media today. Crain is quoted on Wired.com’s Epicenter as saying

“These folks are industry leaders for a reason – they have great content. But the nature of digital media is unique, given the infrastructure required. All of those things combined present a problemset that can’t be solved with Excel and good intentions. The relationship between newspapers and their market is changing from the doorstep to the browser – and with the recent news of the end of the subscription model, the industry is exploring. If giving away content for free is the best way to use that asset, so be it.”

There is little doubt that there has been a slow uptake to online advertising in South Africa, quite simply because publishers have struggled to demonstrate the value to advertisers, however big media players need to gear themselves for the reality that is looming just around the corner. It’s not quite the evolve or die mentality just yet however, ignore at your peril.