Media & AdTech

Paid content readers used to be newspaper readers

The print media are desperately trying to transfer their content into the digital world. Although they are following the readers in doing so, they are having trouble attracting new customers.

09 Mar. 2017
Paid-Content-Leser Printmedien FAZ
Paid content readers used to be newspaper readers. (Photo: Deutsche Messe AG)

A study by the University of Hamburg entitled "Competing with Free: Flatrates in the Publishing Industry" concludes that digital kiosks such as Blendle , Readly or Pocketstory do not generate additional sources of revenue for publishers. According to the authors , these offers are only causing existing readers to switch to digital services rather than reading newspapers made of paper. 99% of digital sales were thus generated with readers who are already paying for journalistic content.

Professor Michel Clement and his team from the Institute of Marketing and Media surveyed 1,923 people in the study. The majority of them were positive about digital kiosks. Although they preferred a flat rate as a form of payment, it should not be higher than 10 euros a month. They claimed they would give up their former, fee-based sources and switch to internet kiosks for such offers.

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