HOME
          
LATEST STORY
Bloomberg Business’ new look has made a splash — but don’t just call it a redesign
ABOUT                    SUBSCRIBE
March 30, 2011, 4 p.m.

Canadians are also hostile to paywalls, survey finds

Twelve percent of Canadians are willing to pay for ringtones, but only 4 percent are willing to pay for news.

A survey of almost 1,700 adults by the nonprofit Canadian Media Research Consortium (summary, pdf) finds it’s hard to get people to pay for any kind of digital content, but that news ranked behind movies, ebooks, music, games, and, yes, ringtones in willingness to pay. If their favorite news sites started charging, 92 percent said they would simply find a free alternative — with no significant differences among age groups or education levels.

Southward-focused Canadians got a head start on the paywall experience this month when they were the first to come under The New York Times’ paid-content umbrella. Interestingly, the CMRC study found that — if there were absolutely no free news sources available, something unlikely in the land of the CBC — the type of news Canadians would be most willing to pony up for is breaking news — which the Times has said will often be made available without restrictions to Times readers, even those past their monthly article quota. (What does “breaking news” mean? The survey doesn’t say. I suspect the respondents would have provided about 1,700 definitions.) “Hard,” international, and investigative news were also more likely to be judged payment-worthy, with entertainment news a tougher sell.

Men were more likely than women to pay, and French speakers more likely than English speakers, the survey found. As for how they’d prefer to pay (if they had to), 34 percent of the willing adults would prefer a flat-rate subscription model, with the Times’ metered approach (free until you hit 20 articles a month) in second place. Very few respondents said they would pay per article or per day.

Of course, this is a survey about how people feel, not what they do. The New York Times has not released digital subscription data since putting up the wall. The other Times, The Times of London, on Tuesday released data indicating at least some people are paying, citing 29,000 new digital subscriptions in the last five months — even as higher-priced paper subscriptions continue falling.

“If only consumers were as comfortable paying for content as owners would like them to be, the future would be a lot rosier,” the report concludes. “Paywalls might work for selective publications, such as The Wall Street Journal and the Times of London but given current public attitudes, most publishers had better start looking elsewhere for revenue solutions.”

POSTED     March 30, 2011, 4 p.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Bloomberg Business’ new look has made a splash — but don’t just call it a redesign
Bloomberg digital editor Joshua Topolsky on uncomfortable news design, new ad units, and why they killed the comments.
Newsonomics: From national, Politico expands into global — and local
Having a built a business model around targeting influentials, Politico is testing how many ways it can replicate it. Why aren’t other news companies learning its lessons?
Snapchat’s new Discover feature could be a significant moment in the evolution of mobile news
By putting mobile-native news adjacent to messages from friends, Snapchat could be helping create part of the low-friction news experience many want and need.
What to read next
2588
tweets
Don’t try too hard to please Twitter — and other lessons from The New York Times’ social media desk
The team that runs the Times’ Twitter accounts looked back on what they learned — what worked, what didn’t — from running @NYTimes in 2014.
728From explainers to sounds that make you go “Whoa!”: The 4 types of audio that people share
How can public radio make audio that breaks big on social media? A NPR experiment identified what makes a piece of audio go viral.
705Q&A: Amy O’Leary on eight years of navigating digital culture change at The New York Times
“In 2007, as digital people, we were expected to be 100 percent deferent to all traditional processes. We weren’t to bother reporters or encourage them to operate differently at all, because what they were doing was the very core of our journalism.”
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Las Vegas Sun
WikiLeaks
Texas Tribune
Center for Public Integrity
PBS
NewsTilt
Neighborlogs
West Seattle Blog
Voice of San Diego
Suck.com
TechCrunch
ProPublica