Internet marketing resources, ecommerce web site design tutorials and  just for fun - free cell phone ringtones!
  Taming the Beast - quality web marketing and ecommerce development services

Paid content survey results

Posted by Michael Bloch in ecommerce (Tuesday November 17, 2009 )

Contrary to popular belief, it seems that a lot of folks might be willing to pay for online newspaper content after all according to a recent survey – if the price and content is right of course.

Rupert Murdoch has been pretty vocal about charging people to access content on his online newspaper properties. He’s copped a lot of flak over it and many have said it won’t work. He’s even threatened to ban Googlebot from indexing his sites once the change to paid content has been made.

As I said back in May, I think the paid content model for online newspapers can work – if the newspapers mimic the adult site industry’s strategy of a subscription giving you access to a bunch of sites.

According to a Boston Consulting Group (BCG) survey of 5,000 individuals in 9 countries, the average monthly amount that consumers would be prepared to pay ranges from USD $3 in the United States and Australia to $7 in Italy. Again, the adult site strategy may boost what people are prepared to pay, but then participating properties would have to share the bucks

It’s not exactly indicating a cash cow, but BCG points out that the payments could help offset one to three years of anticipated declines in advertising revenue while everyone gets used to the new model.

No doubt a lot of value adding could be done too – a bit like those crafty, money-grubbing, pay TV folks with a monopoly do (FoxTel, yes, I mean YOU!)

However, those prepared to pay for content don’t want a run-of-the-mill news service. BCG’s survey found that consumers were more likely to pay for certain types of news:

• Unique content and specialized coverage
• Timely, such as a continual news alert service
• Conveniently accessible on a device of choice

Another interesting point and very relevant to Mr. Murdoch – they are more likely to pay for online news provided by newspapers than by other media; including web sites. I guess there’s still the whole credibility issue regarding the latter.

Additionally, these people do *not* want to see the news reports they are paying for turning up on other free sites and that’s where Rupert’s content police could be kept very busy.

You can read more about the paid content survey results here.


Comments for Paid content survey results

No comments yet.

Sorry, the comment form is closed at this time.