Think Differently to Monetize Digital Content

Many media executives complain that their audience is not willing to pay for digital content. Publishers often cite a 10 percent rule of thumb, meaning only one out of ten print subscribers pay for a digital replica.

However, we have found that people will pay for content if it’s done right. In fact, last year, spending on online content access increased by 31 percent, and the New York Times exceeded one million paid digital subscribers.

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