Paul Bradshaw drew my attention to a study by the American Press Institute on the attitudes of newspaper executives to digital content.
The study (PDF) shows a shocking disconnect between the attitudes of executives and those of readers. 75% of execs thought that readers would return to the print product is they could not access the newspaper content online.
This was in sharp contrast to the reaction of the readers. Only 30% said they would return to print. Most would go to other websites and TV for their local news if their local newspaper website was no longer available.
The findings are all the more relevant given the current debate about locking content behind paywalls.
The API study found that nearly 60 percent of execs were considering charging for news, with 25% expected to start doing this in the next six months.
However, in its recommendations, the study sounded a note of warning for execs thinking about charging for print copy online:
For paid content to succeed, it must go well beyond repurposed print content and old models. Audiences are most likely to pay for unique content that is not available elsewhere for free. Fully paid blocks of repurposed local area newspaper content have not proven to be a significant revenue source for news websites that have tried this strategy.
If a news organisation is going to consider charging for content, it needs to view it from the perspective of the audience.
The value of news and information is not determined by execs in a newsroom/boardroom. Rather, the value is determined by the audience.
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