Online Readers Want To Pay For News, Not Newspapers - Page 2
On the other hand the digital media has been notching up a double-digit growth in advertisement revenue each year, which is expected to touch $119.6 billion outgrowing print media ad spend as per the Outsell Marketing and Ad spending Study 2010 .
Whereas Murdoch may be right about the cost of originating news which newspapers have to bear, he needs to understand that online readers would want to pay for the news and not the newspaper as such. This is because the average time spent by the reader is normally the time required for browsing through the article of interest, and not other matter provided by the newspaper.
As per a Nielsen study conducted earlier this year among 27,000 online readers spread over 52 countries, 85% of the online subscribers would want news to remain free as it is today. However over 50% of the readers worldwide and 42% in North America are ready to pay for news on a micro-payment format where they are charged for reading the news and not the for the entire newspaper which may not be of their interest. So Murdoch and other news papers must reconcile to the user demand either today or tomorrow, that online subscription can be increased by selling quality news that is in demand and not by pedaling big brand newspapers.
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