Publishers can go much further to building sustainable relationships by adding value
Never before has there been so much high quality information available for so little.
With all eyes currently on the Times paywall, or rather what some commentators are referring to as "News International’s anti-social media experiment", we are witnessing a very real struggle as media owners attempt to map out the future of their industry and evaluate how they will build profitable relationships with their customer base.
A recent survey of 3,000 members of the public, carried out by OnePoll on behalf of PR Week, found that 93 per cent of people thought newspapers should use advertising rather than a paywall to make money online. Only time will tell if the paywall works or not, but it would be inaccurate to say it’s the only hope for publishers. There are other revenues streams, such as discounted reader offers and brand partnerships, and real potential in these areas.
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