Research by Nielsen in Australia points to behaviour of newspaper readers that will not be happily received by those arguing for paid content. While several industry leaders are setting up their publications for paywalls this is yet another piece of research that shows clients may simply move to the next free source of content when faced with a request to pay. While the debate goes on revenues continue to slip.
“Traditionally, newspapers gave rise to strong brand loyalty amongst their readership, and a person who spent their money buying the Sydney Morning Herald was unlikely to also buy The Daily Telegraph and vice versa,” states Mark Higginson, Director of Analytics, Nielsen. “However, this model has definitely not been replicated in the online space.