|
Alternative Likely to be Selected if Local Newspaper Web Site No Longer Available (% of Respondents) |
|
News Provider |
Provider Perception |
Reader Perception |
|
Your print newspaper |
75% |
30% |
|
Other local media sites |
55% |
17% |
|
Television |
53% |
45% |
|
Other local Web sites |
48% |
68% |
|
Radio |
46% |
35% |
|
Regional/National sites |
42% |
37% |
|
Other newspaper |
31% |
12% |
|
Other |
4% |
5% |
|
Don't know |
3% |
2% |
|
Source: American Press Institute, November 2009 |
Thought this chart was very interesting as it lays out the mindset of us in the content business and the consumers who we think rely on that content. The Center For Media Research cites the new research in "Newspaper Execs And Readers View Online News Availability Differently"
"American Press Institute, with ITZ Publishing and Belden Interactive, recently published initial results of a study designed to help Newspaper executives understand the current peer practices in generating revenue from digital content, the various pay models, success levels, and approaches to issues like site registration, electronic editions and tracking original content across the Web.
Among the preliminary findings, nearly 60% of respondents are considering initiating paid access for currently open/free news and information online, and nearly 25% expect to implement a paid strategy in the next six months. This is a big change, says the report, considering that 90% of the responding newspapers currently do not charge for content, and only 3% currently have a paid-only site.
Capturing new revenue and preserving print are likely the key drivers of any final decision to adopt a paid-content strategy. 34% of respondents think capturing new revenue opportunities is or will be the most important factor, while 28% think it is or will be preserving print circulation."
|
Key Drivers Of Decision Making by News Providers |
|
Driver |
% of Respondents |
|
Capturing new revenue opportunities |
34% |
|
Establishing value for copyrighted content |
18% |
|
Preserving print circulation |
28% |
|
Driving product development/new revenues |
13% |
|
Replacing lost display ad revenues |
4% |
|
Replacing lost classified revenues |
0 % |
|
Don't know |
3% |
|
Other |
2% |
|
Source: American Press Institute, November 2009 |
I think the publications putting up pay walls will face competition from outlets that are comfortable selling advertising to generate revenue and keeping the eyeballs on their site by keeping it open. It will be interesting to see who is successful and who fails and what business models work in various parts of the country.