A survey has found that 75% of Brits willing to pay for online content would want to pay 10p or less per article. What is alarming is that apparently Jeremy Clarkson tops the list of columnists people would pay for (perhaps we need to have a long hard think about ourselves) but less alarming is that only 5% of those willing to pay would choose to do it using monthly subscriptions.
Micropayments would be the choice of many which is understandable given the freedom and flexibility they would allow. But through time, and once people start to notice the ever increasing bill a browse on the web would provide, I think this could soon become an unpopular choice. What the papers need to do is offer a service, a benefit to customers who are likely to want more for their buck.
For example, perhaps an I phone app that sends the reader a digestible chunk of the paper's daily news or specific sections relevant to the choice of the consumer. Browsing is part and parcel of web use and micropayments do not match this model. An application seems less hassle than a subscription and would still give you enough rope to continue browsing without the worry of spiralling costs.
But seriously, Jeremy Clarkson?! Come on now... And Lorraine Kelly's in at number 7...No wonder we're a country in turmoil.
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