When Selling Digital Content, Let the Customer Set the Price

By: Marco Bertini and Richard Reisman | Harvard Business Review

The newspaper industry is a good example of just how difficult it can be to thrive when business goes digital, especially if that business is chronically resistant to change. David Carr, at The New York Times, summarized the industry’s precarious position as follows:

“Producing serious news is an expensive enterprise with a beleaguered business model, one that remains tied to the tracks as a locomotive of splintered audiences and declining advertising hurtles toward it.”