Poll: Print and online could 'work in tandem'

Posted by Erina Lin on September 28, 2009 at 10:23 AM

A new poll conducted by paidContent:UK and Harris Interactive showed most consumers are resistant to paying for online newspapers, the Guardian reported.

However, the study also found one possible hope for publishers: print and online may work in tandem. Only 5 percent of respondents who read a news site at least once a month would pay for online access. However, if a free or discounted printed paper subscription is provided, that number was up to a combined 48 percent.

Although the proportion of people who are not willing to pay still remains a majority, it's only a slight win - "it seems the printed edition could leverage online subscriptions; not just among existing readers of the paper, but also among those who don't already buy it," paidContent:UK reported.

This data shows most people think physical products should have tangible economic value, while digital content is expected to be cheaper.

Andrew Freeman, Harris's senior technology, media and telecoms consultant, pointed out the mixed model is "an interesting possible picture of the future."

"The value of this type of reader, engaged with the content, and (because of the subscription structure) much more likely to be brand loyal, would be massively higher to advertisers. If newspapers can deliver this sort of model - combining the best of both media within a paid-for relationship, then the future will be more certain, but certainly different," he said.