Encouraging the world to pay for online news

There was a time when people would pay to see the news. Folks would visit their local newsstand to purchase a copy of their favorite publication.

Eventually, most outlets went to the Internet, where you can read their reports for free.

Surprisingly, some charge monthly subscriptions, and more want to follow their example.

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People have become accustomed to receiving the news for free, so how would you convince them to pay?

The latest study from the Reuters Institute shares answers from different countries. 

Examining online news subscriptions worldwide

Reuters Institute explored why some countries pay full price for online news while others only pay a little.

Also, the institution studied the factors that may convince non-subscribers to pay. 

Reuters researched 20 countries and found Norway has the highest number of full-price subscribers with 40% of the population.

Sweden, the United States, Australia and Finland follow this Scandinavian nation.

Next, the researchers checked how many people pay less than full price for online news. 

Forty-one percent of subscribers across 20 countries say they do not pay the full sticker price.

Reuters Institute says most don’t pay the full sticker price because other publications offer discounts and trials. 

Ironically, news outlets intended these promos to drive more people into paying full price.

The data shows offering a taste of the service does not guarantee readers will pay. 

Reuters cited a former Cincinnati Enquirer subscriber, who said, “I really never used the subscription. I only signed up because it was $1.00.”

The institution also asked non-subscribers how much they’re willing to pay for online news. Fifty-seven percent said they would not consider paying anything.

Some are willing to pay a small amount. However, those who truly make that transition are often in countries where many already have paid subscriptions. 

Reuters Institute also explored how outlets control access to online news. Here are the most common strategies:

• Providing free access
• Excluding content to registered users
• Offering news to paid subscribers only

No matter which strategy news outlets use, the Reuters Institute says they must meet the needs of their audience.

The organization also shared more details about them in this Inquirer Tech article.