Jim Gerber, director of content partnerships with Google, opened a panel discussion, during the 12th ISOJ, of the challenges to paid news content by citing three critical areas: (1) sustaining traffic while bringing in and maintaining advertising without alienating consumers; (2) managing access and revenue models; and (3) selling across multiple platforms.

Gerber then focused on how Google’s recently launched One Pass could be a tool for publishers to address these challenges. One Pass provides access to multiple news platforms for one set fee.

The benefits, Gerber said, include:(1) a viable payment and authentication platform for publishers; (2) visitors get content across all different platforms; (3) a new and possibly steady revenue stream; (4) reader engagement; and (5) reader retention.

He also added that One Pass should be up and running on lightweight and mobile devices within a few weeks.

ISOJ 2011: Jim Gerber presentation, from Knight Center on Vimeo.