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,...