Study: Most won't pay for newspaper, magazine content online

Eighty percent of U.S. consumers would rather skip a news article online if it's not free, according to Forrester

Bad news for newspaper and magazine publishers hoping to boost their flagging businesses by charging for content: Most consumers in the U.S. won't pay for it.

That's the finding from a new study from Forrester Research, which polled around 4,700 U.S. consumers, 80 percent of whom indicated they're unwilling to pay for access to newspaper and magazine articles and other content.

Since the once red-hot online advertising market has cooled off considerably in the past 12 months, publishers are seriously considering charging for content as another alternative. That, however, will be a tough sell.

And catering to the remaining 20 percent of respondents who are willing to pay for content won't be a slam dunk either. These group is splintered in its preferences for payment methods.

Eight percent would like a subscription fee for accessing all online content; another 8 percent would like a subscription for access to content on the Web, in print and via mobile devices.

The other 3 percent lean toward micropayments, shelling out dough for individual articles.

The findings indicate that publishers have to continue offering free content monetized through advertising, while also setting a price on premium content that consumers can pay for via a variety of methods, according to the study's lead author Sarah Rotman Epps.

"There's no one delivery platform, and no one pricing model, that will satisfy all consumers. Consumer willingness to pay is so modest -- and, in general, we find it tends to over-report in surveys -- that publishers need to be extremely flexible to accommodate the needs of these precious customers," she wrote in a blog posting.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags newspapersForrester Researchmedia

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Juan Carlos Perez

IDG News Service
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?