Publicom: Paid content could have a future
The Neue Zürcher Zeitung recently decided to introduce paywalls for its online content. A survey of experts conducted by Publicom now shows that this could set a precedent for the industry. However, according to Publicom, the SRG could prove to be a spoilsport.
So far, most attempts to charge for journalistic content on the web have failed, Publicom writes in a statement. However, since newspapers such as the New York Times, the Financial Times and other renowned papers decided to no longer give away their content on the web, there is a mood of optimism in the industry worldwide. According to the Delphinarium experts, paid content could also become established in Switzerland. However, it will probably still take a while until the acceptance of the audience is there. In addition, further development will also depend on whether the NZZ can push through its paid content concept. The SRG could also play a decisive role: If it is allowed to operate fee-financed free platforms, the private media companies will probably find it difficult to maintain pay barriers.
Either way, the trees will not grow to the sky for the time being, it continues. The majority of Delphinarium participants do not expect media companies' revenues from digital content sold to exceed ten percent of total revenues in the next five years.
Under the term Delphinarium, Publicom, a company specializing in media research and consulting, regularly publishes the results of a survey of experts. The panel includes more than forty experts from leading media companies as well as representatives from advertising, media journalism, communications science and corporate communications.
You can find a detailed report at Dolphinarium.ch.
