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Wired News Discovers The Tools Of Registration Avoidance







Wired News Discovers The Tools Of
Registration Avoidance

Wired News Discovers The Tools Of
Registration Avoidance
07/20/2004 11:16 AM

We've explained over and over again why newspapers that think they need to force users to register to view their paper are making a big mistake. They're shrinking their ad inventory, pissing off the readers they do have and getti ng dirty useless data on the registrations they are getting. While many newspapers claim that their audience levels have reached the same levels as they were before they put in registration, shouldn't that make them wonder how big they would be if they had no registration at all? Instead of registrations, shouldn't they be looking to give their readers something of value? Anyway, for those of us who read an awful lot of news sites and get constantly hung up by annoying registration required sites, Wired News has put together an article of tools people use to get around registrations. Most regular news surfers probably use all of these pretty frequently, but they include services like BugMeNot and Mailinator, both of which I find myself using on a daily basis. Obviously, the decision is up to the sites themselves if they want to include registration, but it shows a decided lack of understanding of what makes the web work.




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News site registration


News site registration 07/16/2004 11:46 AM

The single hottest topic in the online news industry at the moment is that of required registration. A number of large news sites (the New York Times, the Washington Post, the Chicago Tribune) have moved to this model, and many local newspapers are following suit.

If you haven't seen BugMeNot, go and check it out now. It's a simple service for sharing free news site accounts, and it's started to upset some people in the news industry. A post to the online-news mailing list inquiring about possible legal action against the site prompted me to reply with the following:

The flaw here is not with BugMeNot - it's with the entire concept of user registration in its present form. The reason BugMeNot works is that there is absolutely no value to an end user in keeping their account to themselves. If you want to stop people from sharing their accounts, give them an incentive not to. This is not a difficult thing to do - I have a large number of accounts on different community sites which are used to contribute to discussions and manage my personal information. I would never dream of sharing those accounts with others - it would allow other people to impersonate me and damage my reputation. An account that only allows me to read content (a one-way interaction) is of no value to me, so why not share the account with others?

BugMeNot is not a new idea by any stretch of the imagination: shared accounts have existed for as long as sites have required registration for spurious reasons. For as long as I can remember, members of the MetaFilter community have worked together to set up username/password combinations of metafilter/metafilter on sites that require registration to bypass the irritation of setting up yet another account.

If you want to fight BugMeNot, the solution is to monitor the site and ban any accounts for your own site that appear there - but that's just fighting the symptoms. The core problem is the whole idea of registration itself: it's anti-web, anti-user, it doesn't scale and it's a sign of extreme short term thinking. Imagine if every site on the web required registration - no one would use it!

As a web user, I see registration as nothing more than an unnecessary irritation. Before BugMeNot I would simply hit "Back" whenever I saw a registration screen; now I use it to carry on through to the articles and accompanying ads. As a heavy web user who buys online almost as frequently as offline I'm exactly the kind of demographic sites should be trying to attract.

Reading the above a few days later, I think it still accurately represents my thoughts on the free registration model.

Adrian has also posted his thoughts on registration, which run along very similar lines to mine.

For a great example of the mentality behind registration, check out this sp iel from the Toronto Star (via Craig Saila):

Our main goal of asking you to become a registered member of thestar.com is to improve and enhance your online experience with us. Registration is an important piece of our long-term strategy in building a valuable audience for our advertisers and helping us in setting the priorities for future site development and enhancements.

[...]

By asking you to share some information with us we are able to increase the value of our site to advertisers, who help support the cost of producing one of Canada's top news sites, by offering them the ability to target their advertising messages based on the information you provide.

And that's the problem right there: as a user, the value proposition of having more targetted ads thrown at me just isn't a good enough incentive for me to jump through their hoops.


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(AP)


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06/13/2004 04:56 PM
AP - Many online readers must complete registration forms with various kinds of personal data before seeing their virtual newspaper. The requirement has irked some readers and privacy advocates, led to the creation of Web sites to foil the system, and could be failing to provide the solid demographic information the system was intended to capture.

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Online News Registration May Not Deliver 06/13/2004 06:34 PM
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I know what I do when I encounter a news site that requires registration I go elsewhere. Why do I want to entrust a news company with my personal demographic information when I can read the same story on a news site that does not require registration. Wired takes a look at sites offering ways to bypass site registration and Techdirt offers commentary on the sheer stupidity of news sites that hide their content from behind a login. [Wired] [Techdirt]


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Mercury News Starts User Registration


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These days, I very rarely agree with anything written by John C. Dvorak, who seems to be spending his time not really understanding what's happening in technology. However, his latest column has an interesting theory. We've been talking a lot about how many newspapers have a backwar ds thinking policy requiring registration just to read the same AP and Reuters stories everyone else has. The public claim is that they're doing this to give their advertisers more data about their visitors, but the amount of dirty data that goes into these databases suggests that doesn't make much sense -- and could get them in legal trouble. Others point out that online editions are really doing this to get email for the sake of selling their mailing lists to marketing spammers, which does make some sense, though isn't a particularly well thought-out strategy for long term success. Dvorak's take, however, is that newspapers are doing this to keep people out on purpose. The idea is that newspapers want to play down their online operations, to show that their paper editions are still much more important. He believes they don't want the online editions to be profitable, as that would mean serious changes for their business. If true, this is an incredibly stupid position, basically trying to convince themselves that news isn't moving online when it really is. It's even worse than just not believing what's happening -- it's working to screw up the data they use themselves in figuring out what's happening. Honestly, though, this seems unlikely. It would involve too much thought. It seems, more likely, that the push towards online registration is from newspapers who haven't really thought the issues through, but who think this will somehow pay off.

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There's some fascinating stuff around about the relationship of depressive illness to strategies of harm avoidance:

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In short, it coordinates functions that allow us to retreat, introspect and to redirect our efforts in a more effective direction. In this instance, dysphoria facilitates adaptation to disappointment. [mentalheal thandillness.com]

I like that. Dysphoria faciliates adaptation to disappointment. Lots of interesting things fall out of investigations like these, but this sense of harm avoidance is the one that interests me most - that the depressive personality and the introverted personality are heavily connected. That the wallflower reacts to disappointment, attributed internally. Fascinating stuff.


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Grok Description matches for Wired News Discovers The Tools Of Registration Avoidance
GrokA matches for Wired News Discovers The Tools Of Registration Avoidance

Why Online Newspapers Require
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Why Online Newspapers Require
Registration: Spam
09/20/2004 01:24 PM
Last week we wrote about John C. Dvorak's belief that newspapers are adding registration to make themselves believe that their paper business isn't really threatened by the web, and Rich Skrenta at Topix has picked up on this idea and explained the two big reasons why newspapers require registration. The first one agrees with Dvorak, suggesting a typical Innovator's Dilemma response (basically, subconsciously denying that this new medium could be a threat, and acting in ways that make the new medium look worse to themselves, rather than thinking about ways to embrace it). The second, however, is the main reason most sites require registration: spam. Direct mail marketing companies are offering ridiculous ($300 CPM) fees for email lists of registered newspaper readers for spam purposes. Never mind the fact that many of those email addresses are bogus dirty data, the newspapers see cash from spam. This isn't, as they claim, about having more detailed demographic info to "more accurately target advertising," but about having your email address to sell to spammers. Once again, BugMeNot becomes a useful anti-spam tool. It seems hard to believe selling email addresses to spammers could be a successful long-term business strategy.

Newspapers riding out complaints over
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Search the newspapers, ask your
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brother-in-law - or go online
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Newspapers sponsoring Bid Click &
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Poynter Online - Forecast 2005: For
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Newspapers, Competition Too Big to
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Online registration making the grade


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Online registration begins for Gitex
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2700 renew vehicle registration online


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Industry Games: Online registration
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Industry Games: Online registration
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eRSVP Releases MAX v1.5 Online Events
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Knight Ridder Digital Chooses eMeta to
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Ets and Thomson Prometric Launch
International Online Registration for
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05/10/2004 08:22 PM
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Insight StrikeFinder Digital Weather
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R ead - Catalog Page [AircraftSpruce]


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Craigslist vs. the Newspapers 12/28/2004 09:37 AM

Repor t: Craigslist costing newspapers millions: Interesting information on the phenomenon that is CraigsList . I wonder how long until the newspapers file a lawsuit for unfair competition?

Free community Web site Craigslist has cost San Francisco Bay Area newspapers up to $65 million in employment advertising revenue, according to a report released Monday.

Craigslist, which generates more than 1 billion page-views each month, also has cost the newspapers millions more in merchandise and real estate advertising, and has damaged other traditional classified advertising businesses, according to a report published by Classified Intelligence.


Wired News Discovers The Tools Of Registration Avoidance

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