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01 Mar 11
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According to Forrester analyst Nick Thomas, music, movies and ebooks are at the top of consumers' list of content for which they would pay, but their willingness to pay for news is limited.
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News, after all, can be found for free. So what would make news content valuable to readers?
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What it comes down to is packaging. “Consumers will pay for access, convenience, and the total content experience,” Thomas said.
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Publishers should focus on access, convenience and providing platform-agnostic content for devices, he said. In short, content should have "SPARC,"
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Simply put, value must be added to news content in order for it to be considered valuable—and worth paying for—by audiences.
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In its quest to turn its readers into paying customers online, Aftonbladet found that 70 percent of Swedes are prepared to pay for Web content, but their willingness to pay for written content is much lower than for music or television content
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Aftonbladet decided to focus on creating unique experiences for its audiences with specialised content packages (e.g. sports and travel) that offer convenience and usefulness.
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the need for some trial-and-error in finding the right offerings for your audience
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Meanwhile, Falk said they will never place a paywall in front of breaking news.
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