The Miami Herald this week decided to pull the plug on one of the more unique experiments in paid online content — the voluntary pay program, or as it was known among media critics, the ‘tip jar.’
The program started last December with the paper politely asking readers to make a donation whenever they read a story on the Herald’s Web site. Although the Herald did not disclose just how much money it collected through the program, it is assumed that it barely generated any cash for the paper.
Give the Herald credit for trying it. But as we’ve seen from other attempts at soliciting payments to read online news, the public isn’t ready to give up free content the way they gave up free television to cable and satellite in the ’80s and ’90s.
I think tip jars do have some merit for garnering minor revenue, and in hindsight maybe the Herald went about it all wrong. Tips tend to be of a personal nature, a reward given to a person for a job well done. They rarely are given to aid a large, faceless business. For example, when you go into a Starbucks, you’ll find a tip jar at every counter. But people who put money in the jar are not doing so to contribute to Starbucks’ corporate success. They are contributing to the hard-working barristas behind the counter as a way of saying thank you for excellent service.
Would people tip a big, faceless newspaper for a well-done story, or would they be more likely to tip the reporter writing the story, or the photographer who took the photo? If the Miami Herald said in its plea that the donation would help reporter Joe Smith keep his house and ward off his creditors, would readers be more sensitive to tipping?
Like the barristas — and waiters, bartenders, barbers and all those who receive tips on a regular basis — I wouldn’t expect to make a decent living off such a tip jar. But, it may be a way for journalists — especially freelancers or independent bloggers — to make a few extra bucks to help support their work.