Advertising Age takes a look at how European newspapers are charging for content online. “The consensus … is that a hybrid model is the best option for most businesses as publications seek to develop potentially lucrative relationships with paying customers without losing the volume that comes from offering free content.”
The top example: “Le Figaro’s approach, 14 months in the making, keeps the main newspaper content free but offers two other options at $10 and $20 a month. Premium users get access to in-depth information, special offers, twice-daily newsletters, roundtable discussions with journalists, the opportunity to see their own content on the home page of the site and a concierge service that can arrange everything from theater tickets to shirt cleaning.”
Premiums are key, the report says. “In 52 countries around the world, 71 percent told Nielsen that online content would have to be better than what is available free before they would pay for it, and 79 percent would not use a site that charges them if they can find the same information at no cost.”