The Journal of Media Business Studies has now published my new research article “The free-to-fee transition: audiences’ attitudes toward paying for online news“. The article is co-authored with Morten Boeck, Jakob Vikær Hansen, and Lars Juul Hadberg Hauschildt and builds, empirically, upon research they did for their master thesis in 2013 (I was the supervisor of this thesis*).
In the article, we present a study of audiences’ attitudes toward and willingness to pay the subscription, which Danish omnibus newspaper Politiken launched on its news website politiken.dk in May, 2013.
Here’s the abstract:
After more than a decade of giving online news away for free, legacy newspaper organisations in many Western countries have recently begun charging audiences for access to online journalistic content. Focusing empirically on a Danish case, this article uses one survey (n = 1054) and two focus groups to examine audiences’ attitudes towards paying for online news. The analysis suggests that audiences’ general principles regarding paying for online news influence their willingness to pay more than the size of the subscription fee. Furthermore, the analysis shows that younger audiences’ willingness to pay increases if they can combine content from different news providers and thereby individualise their news products. The latter in particular can have practical implications as it presents a way forward for economically challenged legacy newspaper organisations, but it might also compromise the democratic ideals of journalism.
The article is, ironically, published behind a paywall, but I can send you an early version upon request.
* Students often do a lot of good work in their master theses, and it is in the final instance paid for by the tax payers (through the Danish system of free access to higher education) who can also use it for something, but it rarely reaches a larger audience than the people who have an obligation to read it – the author, the examiners, and the mothers or partners who cannot say no to proof-reading the final copy. With this article, I am happy to have helped some of the high-quality student-conducted research get out to the public.