The advertising situation at Twitter has been particularly dire since Elon Musk took over the company in late October. AFP
The advertising situation at Twitter has been particularly dire since Elon Musk took over the company in late October. AFP
The advertising situation at Twitter has been particularly dire since Elon Musk took over the company in late October. AFP
The advertising situation at Twitter has been particularly dire since Elon Musk took over the company in late October. AFP

Can Twitter succeed in diversifying beyond advertising?


  • English
  • Arabic

Is it a pipe dream or possibility? Elon Musk wants to diversify Twitter's revenue stream beyond advertising, a feat none of the biggest social networks has yet pulled off.

Social media ads can be fine-tuned and tailored to individual users on a mass scale, and have been particularly lucrative for Meta's Facebook and Instagram, as well as Google.

“Facebook pretty much set the standard for having an ad model for social networks,” said Jasmine Enberg, an analyst at Insider Intelligence. “But that doesn't necessarily have to be the way that social platforms monetise.”

Social networks are facing budget cuts from inflation-afflicted advertisers and increased regulations on the use of lucrative personal data, so it makes sense for them “to be exploring new, non-ad monetisation techniques”, she said.

The issue is delicate for Twitter, whose turnover is 90 per cent dependent on advertising. Advertisers, on the other hand, do not necessarily need Twitter and can turn to other social networks.

The advertising situation at Twitter has been particularly dire since Mr Musk took over the company in late October.

In recent weeks, half of Twitter's 100 top advertisers have announced they are suspending or have otherwise “seemingly stopped advertising on Twitter”, an analysis conducted by non-profit group Media Matters found.

They fear being associated with toxic content as Mr Musk, who describes himself as a “free speech absolutist”, advocates more lax moderation.

Social media sites are testing two alternate solutions in particular: charging everyday users and charging content creators.

The forum platform Reddit has deployed a hybrid model, making money via advertising, paid subscriptions and digital coins that allow users access to special privileges.

That said, “it's always hard to charge for something that used to be free”, said Carolina Milanesi of research firm Creative Strategies.

“Unless you give something different or create a different product, you can't go from not charging to charging,” she said.

While Twitter has been offering a paid subscription with additional features since last year, Mr Musk aimed to raise the price to $8 a month and include account verification in the plan's perks.

A partial launch was chaotic, however, and prompted the proliferation of so many fake accounts that the roll-out of so-called Twitter Blue has now been paused.

“Figuring out a way to charge users for premium features and make money off of users is not a bad idea,” Ms Enberg said.

But she said the benefits Twitter offered may not have been enticing enough, and that the verification aspect should be more of a security feature than a monetisable feature.

Finally, because paid subscribers — arguably the most active on the network — would see 50 per cent less advertising than non-paying users, the plan would “dilute the quality and the size of the addressable audience for advertisers”.

Some newer platforms are trying to do without advertising altogether, with no guarantee of long-term viability.

For example, on Discord, a live-discussion social network, subscribers have access to more emoticons.

And on the fledgling photo-sharing app BeReal, users can escape ads with in-app purchases for extra features, according to the Financial Times.

Twitter had about 230 million daily active users as of June, and Mr Musk continues to congratulate himself on growing that number since taking over.

But increased users do not necessarily translate into dollars.

Snapchat, which also launched a paid version in June, has gained more and more users, but not necessarily money.

Faced with this reality, platforms are competing for content creators to attract and retain audiences — and either taking commission or making them pay for the promotion of their messages and videos.

This represents “a really big opportunity” for Twitter, Ms Enberg said.

Twitter “does have a lot of celebrities and big-name influencers, politicians and journalists” with whom it could form a mutually financially beneficial relationship, she said.

Ms Milanesi added that while the network already offers some promotional tools, they are “quite expensive, and not very effective”.

  • After months of negotiations, Tesla chief executive Elon Musk finally purchased Twitter on October 27. AFP
    After months of negotiations, Tesla chief executive Elon Musk finally purchased Twitter on October 27. AFP
  • The billionaire took control of microblogging platform and fired its top executives, including chief executive Parag Agrawal, left, as well as the company's chief financial officer and its head of legal policy, trust and safety. AFP
    The billionaire took control of microblogging platform and fired its top executives, including chief executive Parag Agrawal, left, as well as the company's chief financial officer and its head of legal policy, trust and safety. AFP
  • Elon Musk entering Twitter headquarters carrying a sink through the lobby area on Wednesday, October 26, 2022. Musk posted a video Wednesday showing him strolling into Twitter headquarters ahead of a Friday deadline to close his $44 billion deal to buy the company. AP
    Elon Musk entering Twitter headquarters carrying a sink through the lobby area on Wednesday, October 26, 2022. Musk posted a video Wednesday showing him strolling into Twitter headquarters ahead of a Friday deadline to close his $44 billion deal to buy the company. AP
  • Mr Musk and his children Damian, Kai, Saxon and Griffin met Pope Francis in July at the Vatican. AFP
    Mr Musk and his children Damian, Kai, Saxon and Griffin met Pope Francis in July at the Vatican. AFP
  • Mr Musk speaks by video in June to the Qatar Economic Forum in Doha. Bloomberg
    Mr Musk speaks by video in June to the Qatar Economic Forum in Doha. Bloomberg
  • Mr Musk answers questions at the Qatar Economic Forum. Bloomberg
    Mr Musk answers questions at the Qatar Economic Forum. Bloomberg
  • Mr Musk arrives at the Met Gala at the Metropolitan Museum of Art in New York City in May. Reuters
    Mr Musk arrives at the Met Gala at the Metropolitan Museum of Art in New York City in May. Reuters
  • Mr Musk and his mother Maye Musk arrive at the Met Gala in May. AFP
    Mr Musk and his mother Maye Musk arrive at the Met Gala in May. AFP
  • Mother and son pose and laugh on the Met Gala red carpet. EPA
    Mother and son pose and laugh on the Met Gala red carpet. EPA
  • Mr Musk waves at the Met Gala. Reuters
    Mr Musk waves at the Met Gala. Reuters
  • Mr Musk joins in online at the 'Financial Times' Future of the Car Summit in May. Financial Times
    Mr Musk joins in online at the 'Financial Times' Future of the Car Summit in May. Financial Times
  • Mr Musk attends the opening ceremony of the new Tesla Gigafactory for electric cars in Gruenheide, Germany, in March. Reuters
    Mr Musk attends the opening ceremony of the new Tesla Gigafactory for electric cars in Gruenheide, Germany, in March. Reuters
  • Mr Musk at the Tesla factory in Berlin, Germany, in March. AP
    Mr Musk at the Tesla factory in Berlin, Germany, in March. AP
  • Mr Musk speaks at SpaceX's Starbase centre in South Texas in February. AFP
    Mr Musk speaks at SpaceX's Starbase centre in South Texas in February. AFP
  • The entrepreneur shakes hands with Brazilian President Jair Bolsonaro in Porto Feliz, Brazil, in May. AP
    The entrepreneur shakes hands with Brazilian President Jair Bolsonaro in Porto Feliz, Brazil, in May. AP
  • Mr Bolsonaro and Mr Musk greet each other in Sao Paulo. Reuters
    Mr Bolsonaro and Mr Musk greet each other in Sao Paulo. Reuters
  • Indonesian President Joko Widodo meets Mr Musk at the SpaceX launch site in Boca Chica, Texas, in May. Reuters
    Indonesian President Joko Widodo meets Mr Musk at the SpaceX launch site in Boca Chica, Texas, in May. Reuters
  • Mr Musk shows Mr Widodo his mobile phone during a tour of the SpaceX launch site in Texas. Reuters
    Mr Musk shows Mr Widodo his mobile phone during a tour of the SpaceX launch site in Texas. Reuters
The team

Photographer: Mateusz Stefanowski at Art Factory 
Videographer: Jear Valasquez 
Fashion director: Sarah Maisey
Make-up: Gulum Erzincan at Art Factory 
Model: Randa at Art Factory Videographer’s assistant: Zanong Magat 
Photographer’s assistant: Sophia Shlykova 
With thanks to Jubail Mangrove Park, Jubail Island, Abu Dhabi 

 
How to apply for a drone permit
  • Individuals must register on UAE Drone app or website using their UAE Pass
  • Add all their personal details, including name, nationality, passport number, Emiratis ID, email and phone number
  • Upload the training certificate from a centre accredited by the GCAA
  • Submit their request
What are the regulations?
  • Fly it within visual line of sight
  • Never over populated areas
  • Ensure maximum flying height of 400 feet (122 metres) above ground level is not crossed
  • Users must avoid flying over restricted areas listed on the UAE Drone app
  • Only fly the drone during the day, and never at night
  • Should have a live feed of the drone flight
  • Drones must weigh 5 kg or less
COMPANY%20PROFILE
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Avatar: Fire and Ash

Director: James Cameron

Starring: Sam Worthington, Sigourney Weaver, Zoe Saldana

Rating: 4.5/5

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The%20Iron%20Claw
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The%20specs
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Masters%20of%20the%20Air
%3Cp%3E%3Cstrong%3EDirectors%3A%3C%2Fstrong%3E%20Cary%20Joji%20Fukunaga%2C%20Dee%20Rees%2C%20Anna%20Boden%2C%20Ryan%20Fleck%2C%20Tim%20Van%20Patten%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EStarring%3A%3C%2Fstrong%3E%20Austin%20Butler%2C%20Callum%20Turner%2C%20Anthony%20Boyle%2C%20Barry%20Keoghan%2C%20Sawyer%20Spielberg%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ERating%3A%3C%2Fstrong%3E%202%2F5%3C%2Fp%3E%0A
HOW%20TO%20ACTIVATE%20THE%20GEMINI%20SHORTCUT%20ON%20CHROME%20CANARY
%3Cp%3E1.%20Go%20to%20%3Cstrong%3Echrome%3A%2F%2Fflags%3C%2Fstrong%3E%3C%2Fp%3E%0A%3Cp%3E2.%20Find%20and%20enable%20%3Cstrong%3EExpansion%20pack%20for%20the%20Site%20Search%20starter%20pack%3C%2Fstrong%3E%3C%2Fp%3E%0A%3Cp%3E3.%20Restart%20Chrome%20Canary%3C%2Fp%3E%0A%3Cp%3E4.%20Go%20to%20%3Cstrong%3Echrome%3A%2F%2Fsettings%2FsearchEngines%3C%2Fstrong%3E%20in%20the%20address%20bar%20and%20find%20the%20%3Cstrong%3EChat%20with%20Gemini%3C%2Fstrong%3E%20shortcut%20under%20%3Cstrong%3ESite%20Search%3C%2Fstrong%3E%3C%2Fp%3E%0A%3Cp%3E5.%20Open%20a%20new%20tab%20and%20type%20%40%20to%20see%20the%20Chat%20with%20Gemini%20shortcut%20along%20with%20other%20Omnibox%20shortcuts%20to%20search%20tabs%2C%20history%20and%20bookmarks%3C%2Fp%3E%0A
RESULTS
%3Cp%3E%0D5pm%3A%20Al%20Bateen%20%E2%80%93%20Maiden%20(PA)%20Dh80%2C000%20(Turf)%202%2C200m%0D%3Cbr%3EWinner%3A%20Ma%E2%80%99Aly%20Al%20Shahania%2C%20Bernardo%20Pinheiro%20(jockey)%2C%20Mohamed%20Daggash%20(trainer)%0D%3Cbr%3E5.30pm%3A%20Al%20Khaleej%20%E2%80%93%20Maiden%20(PA)%20Dh80%2C000%20(T)%201%2C400m%0D%3Cbr%3EWinner%3A%20AF%20Rami%2C%20Tadhg%20O%E2%80%99Shea%2C%20Ernst%20Oertel%0D%3Cbr%3E6pm%3A%20Wathba%20Stallions%20Cup%20%E2%80%93%20Handicap%20(PA)%20Dh70%2C000%20(T)%201%2C400m%0D%3Cbr%3EWinner%3A%20Bant%20Al%20Emarat%2C%20Bernardo%20Pinheiro%2C%20Qaiss%20Aboud%0D%3Cbr%3E6.30pm%3A%20Al%20Nahyan%20%E2%80%93%20Handicap%20(PA)%20Dh80%2C000%20(T)%201%2C600m%0D%3Cbr%3EWinner%3A%20AF%20Rasam%2C%20Marcelino%20Rodrigues%2C%20Ernst%20Oertel%0D%3Cbr%3E7pm%3A%20Al%20Karamah%20%E2%80%93%20Handicap%20(PA)%20Dh80%2C000%20(T)%201%2C600m%0D%3Cbr%3EWinner%3A%20Zafaranah%2C%20Bernardo%20Pinheiro%2C%20Musabah%20Al%20Muhairi%0D%3Cbr%3E7.30pm%3A%20Al%20Salam%20%E2%80%93%20Handicap%20(TB)%20Dh80%2C000%20(T)%201%2C400m%0D%3Cbr%3EWinner%3A%20Nibras%20Passion%2C%20Tadhg%20O%E2%80%99Shea%2C%20Ismail%20Mohammed%3C%2Fp%3E%0A
RESULT

Bayern Munich 3 Chelsea 2
Bayern: Rafinha (6'), Muller (12', 27')
Chelsea: Alonso (45' 3), Batshuayi (85')

BMW M5 specs

Engine: 4.4-litre twin-turbo V-8 petrol enging with additional electric motor

Power: 727hp

Torque: 1,000Nm

Transmission: 8-speed auto

Fuel consumption: 10.6L/100km

On sale: Now

Price: From Dh650,000

Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.

Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.

Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.

Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.

“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.

Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.

From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.

Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.

BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.

Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.

Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.

“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.

Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.

“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.

“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”

The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”

The President's Cake

Director: Hasan Hadi

Starring: Baneen Ahmad Nayyef, Waheed Thabet Khreibat, Sajad Mohamad Qasem 

Rating: 4/5

Dhadak

Director: Shashank Khaitan

Starring: Janhvi Kapoor, Ishaan Khattar, Ashutosh Rana

Stars: 3

SPEC%20SHEET%3A%20SAMSUNG%20GALAXY%20S24%20ULTRA
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The Orwell Prize for Political Writing

Twelve books were longlisted for The Orwell Prize for Political Writing. The non-fiction works cover various themes from education, gender bias, and the environment to surveillance and political power. Some of the books that made it to the non-fiction longlist include: 

  • Appeasing Hitler: Chamberlain, Churchill and the Road to War by Tim Bouverie
  • Some Kids I Taught and What They Taught Me by Kate Clanchy
  • Invisible Women: Exposing Data Bias in a World Designed for Men by Caroline Criado Perez
  • Follow Me, Akhi: The Online World of British Muslims by Hussein Kesvani
  • Guest House for Young Widows: Among the Women of ISIS by Azadeh Moaveni
The National's picks

4.35pm: Tilal Al Khalediah
5.10pm: Continous
5.45pm: Raging Torrent
6.20pm: West Acre
7pm: Flood Zone
7.40pm: Straight No Chaser
8.15pm: Romantic Warrior
8.50pm: Calandogan
9.30pm: Forever Young

Islamophobia definition

A widely accepted definition was made by the All Party Parliamentary Group on British Muslims in 2019: “Islamophobia is rooted in racism and is a type of racism that targets expressions of Muslimness or perceived Muslimness.” It further defines it as “inciting hatred or violence against Muslims”.

Desert Warrior

Starring: Anthony Mackie, Aiysha Hart, Ben Kingsley

Director: Rupert Wyatt

Rating: 3/5

if you go

The flights
Flydubai offers three daily direct flights to Sarajevo and, from June, a daily flight from Thessaloniki from Dubai. A return flight costs from Dhs1,905 including taxes.
The trip 
The Travel Scientists are the organisers of the Balkan Ride and several other rallies around the world. The 2018 running of this particular adventure will take place from August 3-11, once again starting in Sarajevo and ending a week later in Thessaloniki. If you’re driving your own vehicle, then entry start from €880 (Dhs 3,900) per person including all accommodation along the route. Contact the Travel Scientists if you wish to hire one of their vehicles. 

Fitness problems in men's tennis

Andy Murray - hip

Novak Djokovic - elbow

Roger Federer - back

Stan Wawrinka - knee

Kei Nishikori - wrist

Marin Cilic - adductor

The biog

Name: Fareed Lafta

Age: 40

From: Baghdad, Iraq

Mission: Promote world peace

Favourite poet: Al Mutanabbi

Role models: His parents 

Muslim Council of Elders condemns terrorism on religious sites

The Muslim Council of Elders has strongly condemned the criminal attacks on religious sites in Britain.

It firmly rejected “acts of terrorism, which constitute a flagrant violation of the sanctity of houses of worship”.

“Attacking places of worship is a form of terrorism and extremism that threatens peace and stability within societies,” it said.

The council also warned against the rise of hate speech, racism, extremism and Islamophobia. It urged the international community to join efforts to promote tolerance and peaceful coexistence.

Updated: November 26, 2022, 5:00 AM