Thursday, September 24, 2009

Print and online 'could work in tandem'

The exclusive paidContent:UK/Harris Interactive poll has this week shown how resistant most consumers are to charging for online newspapers.

But, for publishers, one possible hope that arises on our final day of results is to consider print and online in tandem. While only 5% of people who read a news site at least once a month told us they would pay for online access, when you throw in a free or discounted subscription to the printed paper, that rises to a combined 48%...

While the proportion of respondents who said they would still not pay remains a majority, it's a slight one – it seems the printed edition could leverage online subscriptions; not just among existing readers of the paper, but also among those who don't already buy it.

The message is loud and clear – people continue to believe that touchable products command tangible economic value but, divorced from physicality and its associated costs, digital content should manifest itself cheaper.

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