Ask media types about what news organizations need to survive in the future, and almost invariably the conversation these days will emphasize “reader revenue” of some kind: subscriptions, memberships, donations — any means, old or new, of getting people to pay for news more readily than they have in the past.
The need is obvious, particularly for newspapers: As advertising revenues slacken amid the transition from legacy to digital platforms, there is little choice but to offset those losses with greater direct support from audiences.
But many people — indeed, the vast majority — remain stubbornly unwilling to pay for news (especially online news).
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