How much would you pay for news?

By Len Gutman on February 19th, 2009 In Media

timecover21609For argument’s sake, let’s assume that newspaper print journalism is short for this world. Nobody is paying for home delivery anymore, nobody is picking up a copy of The Times at newsstands, and advertising revenue is falling faster than the Dow Jones Industrial Average. Ironically though, as Time Magazine’s Walter Isaacson reports in his interesting cover story this week, thanks to online content readership is actually up. So what’s a poor newspaper to do?

Isaacson serves up at least one way to save the news media from extinction — micropayments. He writes:

“Under a micropayment system, a newspaper might decide to charge a nickel for an article or a dime for that day’s full edition or $2 for a month’s worth of Web access. Some surfers would balk, but I suspect most would merrily click through if it were cheap and easy enough.”

Well, would you? My initial reaction was to say no way, but after thinking it through some more I think I might be willing to pay small amounts for some content. I have never paid for online content, although I have thought about paying for ESPN’s “Insider” content but have balked at the $6.95 per month fee. But what if it costs just a nickel to read one particular insider article? I think I’d “buy” some content here and there. And if you ask me what I’d do if the Arizona Republic dropped its print edition and went exclusively online and charged $2 per month for access I believe I’d pay that too.

I guess Isaacson is on to something in suggesting that some combination of advertising and micropayment might save the news media. Still, he is quick to mention Time magazine founder Henry Luce’s words thoughts about an advertising-only model:

“He called that formula “morally abhorrent” and also “economically self-defeating.” That was because he believed that good journalism required that a publication’s primary duty be to its readers, not to its advertisers.”

At any rate, Isaacson’s article is a good read — and it’s free online!

How much would you pay for news?

Comments

Beth Says:
February 19th, 2009 at 11:55 pm

I think I would pay for some content that is not already readily available for free on the Web. I don’t think I would be too happy about paying for content that I’m already getting for free though. I can appreciate they need to make money though…someone’s got to pay the talented writers.

Paying for news? « PR Campaigns - The blog Says:
February 23rd, 2009 at 11:41 am

[...] I ran across a blog covering this exact debate. Actually, the argument is geared toward the potential use of a [...]

Brent Diggins Says:
February 23rd, 2009 at 3:15 pm

Considering I’m browsing azcentral.com many times a day, and get a lot of good value out of it, I’d definitely pony up a small monthly fee.

Newspapers need to REALLY, REALLY start thinking non-traditionally about generating funds. Perhaps a fee could get you access to multiple outlets under the same publisher? (e.g. all Gannett papers).

Local papers have a big advantage to charge for online content as it is not being largely distributed to the national audience.

I don’t know why “online news” has to mean free news. The old adage always stands: if you have a good product that is in demand, people will pay for it.

Brent Diggins
Mindspace PR
Twitter: @bdiggs

Paying for online news? « PR Campaigns - The blog Says:
February 23rd, 2009 at 6:30 pm

[...] Len Gutman, in his Valley PR blog “How Much Would You Pay For News?” He discusses an article he read in Time Magazine titled “How to Save Your Newspaper“. This article approaches  the idea of paying for a monthly online subscription to newspapers and other publications.  Gutman reflected how at first he was against the idea, but after considering it he realized he would be willing to pay a $2 monthly fee to read something like The Arizona Republic. [...]

Malcolm Atherton Says:
February 24th, 2009 at 9:47 am

I’m old fashioned and still get the paper each day. But I also read AZCentral.com. If they could create an online version that mimics the layout of a traditional paper but be interactive, then I’d pay my subscription for online content.

Do I get it free now? Yep, but like others that commented here have said, I’d be willing to pay to support the “art”.
mal

Valley PR Blog » Blog Archive » Brother can you spare a dime? Says:
November 7th, 2009 at 10:30 am

[...] think if the AFN wants to stick around it needs to think outside the box. We’ve discussed some of these issues here before, but why not take the opportunity to try a micro payment model? Or a nonprofit model? Asking readers [...]

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