Breaking on Through to the Other Side

Upon my first arrival at the National Geographic website I was extended a kind invitation of membership by those in charge –and partly the interests of good well rounded reporting, and partly in the interests of stopping irksome popups (see right), I readily accepted.

In my first tentative step in the sign up process I was asked whether I wanted to sign up with my Google, Facebook, Yahoo or several other accounts that I may possess. What alarmed me was the fact that if I wanted to become a member of Nat Geo’s site I had to expose part of my online life to the publication – thus adding another tangle to the web of interlinking sites in which I’ve managed to get myself embroiled.

Though, in what I told myself was in the name of technological advancement, I persevered in the sign up. Almost instantly I began getting attacked with special offers on items from Nat Geo’s shop or chances to win a holiday to somewhere far flung, or whatever else might coax a dollar or two out of me. 

So I decided to explore the other gainful avenues my new membership of the website might offer me, and upon closer inspection I was met with a cul de sac. Aside from the chance to set up a profile page I could find nothing extra opened up to me. There is no denying that the amount of information on the site is bountiful, but I felt I was due more for handing over most of my personal life… even the bloody popups were still there.

I can see the obvious benefits for the website in having people sign up; there is the revenue that can be created from members through offers sent via email, not to mention the money that comes from advertisers knowing that the site has a large and dedicated fan base. A better tactic for encouraging people to sign up could be the promise of behind the scenes access unavailable to the great unwashed.

Websites such as The Boston Globe’s or The New York Times’ offer minimal information until membership is agreed. Granted the fact that these sites charge money for the privilege changes things, but it might be a good idea for Nat Geo to take, if not quite a leaf, at least a few paragraphs out of their respective books.

While obviously not putting huge limitations on the information available on non-member’s pages maybe it should be taken back a bit – the website can then paint a tantalizing picture of life on the other side of the sign up process, raising the incentive for membership. By changing very little it may be possible for the both the company and the viewers to gain from the wonders of exclusivity.