Rupert Murdoch’s plans to charge consumers to access the online content of The News of the World, The Times and The Sun, have been dealt a fresh blow by research conducted by The Media Blog which shows few UK consumers would be willing to pay for content they can currently access for free.
A survey, based on more than 1,000 responses, found just 28 per cent of consumers would be prepared to pay to access online content they once accessed for free.
The big issue for News International, who this week confirmed plans to charge for online content, is its content is not seen as being unique or worth further spend by readers. An overwhelming 75 per cent of consumers said they do not believe any of the three UK News International newspapers produce the kind of content which cannot easily be found elsewhere.
There was some reassurance for The Times, with 21 per cent of respondents saying they believe the paper does produce exclusive content. However, only four per cent of respondents said the same of the News of the World, while not a single respondent said The Sun offered anything they can’t find elsewhere online.
The most urgent problem for Murdoch would appear to be with the kind of content consumers are prepared to pay for. Not a single respondent said they would be prepared to pay for celebrity gossip or sport which account for much of The News of the World and The Sun’s content.
Columnists (28 per cent) and exclusive interviews (13 per cent) were the two most popular types of content respondents would be prepared to pay for.
The research suggests overwhelmingly that Murdoch’s plans to charge for content will prove unsuccessful.
Asked which of a selection of statements they agreed with most, 44 per cent of respondents chose: “Newspapers will never successfully charge for online content, readers will simply go elsewhere.”
Will Sturgeon is director of media strategy at LEWIS PR and a former editor of silicon.com. He also blogs at sturgeonslaw.blogspot.com.