To pay or not to pay

Euan Mackay

Before charging users for online content, media owners should be prepared to undertake comprehensive audience insight and behavioural studies.

To pay or not to pay

Euan MackayKantar Media

Content owners should be prepared to undertake comprehensive audience insight and behavioural studies before constructing paywalls for their sites

Barely a week will pass without some furious media speculation in the realm of paid-for digital content. Rupert Murdoch's crusade to cultivate a culture of paid content seems to be gathering steam. Convincing people to pay for content is not unique to newspapers: TV, music and movie streaming services such as Hulu, Netflix and Spotify are all facing similar issues.

So why is paid content such a hot topic? Put simply,...

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