In the past, advertising and distribution were the two main sources of revenue for newspapers. But after only a few years, revenue from traditional advertising is estimated to have decreased by 70%-80%. This is not just a few agencies but a general situation for the entire industry.
"Diamond moment"
The main reason comes from the dominance of cross-border digital platforms such as Google, Facebook, YouTube and TikTok. Not only do they dominate in terms of user numbers, these platforms also deeply interfere in the way content is produced and distributed, completely changing the public's information access habits.
As a result, nearly 80% of digital advertising revenue belongs to these transnational platforms, according to Dr. Luong Dong Son, lecturer at the Institute of Journalism and Communication (Academy of Journalism and Communication). In that context, finding a new business model is a vital requirement for the press.
Livestream coffee selling session at the 3rd "Honoring Vietnamese Coffee - Tea" Program - 2025 organized by Nguoi Lao Dong Newspaper. Photo: NGOC ANH
One of the strategic and potential directions that is receiving attention is affiliate marketing. This is a popular model in e-commerce, allowing product introduction units (here, press offices) to receive commissions when users click on the link and make a purchase. In Vietnam, platforms such as Shopee, Lazada or TikTok Shop have strongly deployed this form with commission rates ranging from 5% -30%.
Dr. Son commented: "This is the "golden moment" for the press to participate in affiliate marketing, when the market of content creators (KOL/KOC) is experiencing a "crisis of trust" due to false advertising behaviors. The public is craving a guarantee, a reliable reference source. This is the time when the press can promote its greatest "asset", which is reputation".
Sharing the same view, Mr. Nguyen Tan Phong, Director of the Legal Consulting Center, Vietnam E-commerce Association (VECOM), also said that affiliate marketing is an inevitable trend in the context of strong digital economic development. With newspapers with high traffic and a wide readership like Nguoi Lao Dong Newspaper, this model can absolutely bring in significant revenue.
The opportunities for the press are even more evident as e-commerce is growing strongly. The newly published "E-Economy SEA 2024" report by Google, Temasek, Bain & Company shows that the size of Vietnam's e-commerce market in 2024 is estimated to reach 22 billion USD in total value of goods, ranking 3rd among the 6 largest economies in Southeast Asia (including Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam).
The report also forecasts that the size of Vietnam's e-commerce market will reach 63 billion USD, an increase of nearly 3 times compared to the present and will rise to the second position in the region by 2030. Notably, among the 6 countries with the most developed economies in Southeast Asia, Vietnam is forecast to record the second highest average annual growth rate in the period 2024 - 2030 (after the Philippines), at 18.7%.
How to make the most of it?
Affiliate marketing is opening up a new revenue opportunity for newspapers, but it also comes with challenging questions. The biggest problem that newsrooms have to solve is: how to "sell" without "selling yourself"?
According to Dr. Luong Dong Son, the answer lies in adhering to three iron principles. First, it is necessary to clearly disclose what is journalistic content and what is commercial content. Any ambiguity is an act of betraying the trust of readers. Next, take advantage of the ability to tell stories to create valuable, attractive content revolving around the product, instead of just mechanically linking the product. Finally, there must be a specialized department to carefully check and select partners and products, ensuring quality and suitability to protect the newspaper's brand.
"If this can be done, affiliate marketing will not only bring in new revenue, helping the press become financially independent, but also be a way to strengthen its leading role and guide civilized consumption in society," Dr. Son believes.
Mr. Nguyen Huu Tuan, Director of the Center for E-commerce and Digital Technology Development ( Ministry of Industry and Trade ), said that affiliate marketing is essentially a form of advertising, very suitable for the press to take advantage of available content creation resources.
"If quality products are selected, this will be a potential source of passive income for press agencies. However, all activities must be carried out within the framework of their functions and tasks. In the near future, when the Law on E-commerce comes into effect, KOL/KOC will be more strictly controlled, which will open up clearer opportunities for the press to join the affiliate marketing game" - Mr. Tuan assessed.
According to MSc. Le Anh Tu, lecturer at the Faculty of Public Relations - Communication, University of Economics and Finance, Ho Chi Minh City (UEF), the issue of press agencies participating in affiliate marketing is not new if viewed as an advertising product. Previously, newspapers also had a unit price when displaying the website and phone number of customers posting ads, now adding a "shopping cart", creating convenience for consumers when shopping.
"However, when the press adds a shopping cart, it adds responsibility. It is necessary to verify the product's legality as well as its actual quality to avoid unfortunate incidents," Master Tu emphasized.
At the same time, Mr. Nguyen Tan Phong said that press agencies need to be transparent when using affiliate marketing content. Specifically, articles with sales links should be noted or labeled, for example: "This article contains affiliate links, we may receive a commission if you make a purchase through the link". At the same time, it is necessary to clearly distinguish between editorial content (such as news, editorials) and commercial content (such as product introductions, reviews with marketing links).
However, affiliate marketing revenue is only truly sustainable if it is integrated as part of an overall revenue diversification strategy, rather than becoming a financial mainstay.
"If all content is turned into advertising, newspapers will easily lose readers. At that time, not only will revenue from affiliate marketing be lost, but other sources of revenue will also be affected. Therefore, newspapers should pay attention to this issue," Mr. Phong warned.
Building a "market" on electronic newspapers
Mr. Nguyen Tan Phong suggested that the press could build its own e-commerce site (E-commerce Marketplace). In it, create a "Store" or "Market" section in the newspaper, select and sell products that are suitable for the content and readers are "Labor People" (for example: articles about lifestyle sell home decoration items, organic food).
Additionally, newspapers can directly integrate the "Buy Now" button into articles and product review videos , allowing readers to make purchases without leaving the newspaper page. In addition, they can work with brands to produce sponsored content, but must clearly note "Content sponsored by..." to ensure transparency.
Source: https://nld.com.vn/tiep-thi-lien-ket-de-tang-nguon-thu-196250724205330589.htm
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