In an editorial today The Economist joins the growing chatter that says the days of (entirely) free content are over. It does so as The Independent and The Times are revealed to be looking seriously at paid-for content.
In a piece titled ‘The end of the free lunch’, The Economist gives us this:
“In recent years, consumers have become used to feasting on online freebies of all sorts: news, share quotes, music, email and even speedy internet access. These days, however, dotcoms are not making news with yet more free offerings, but with layoffs and with announcements that they are to start charging for their services.”
It seems, almost, to be describing the current situation, but then comes the punch line: that was printed in The Economist back in April 2001, but it is entirely applicable to where we are today.
Giving away content in the hope that advertising revenue will materialise later on has been hugely appealing to all, not least to users who have enjoyed free services. But as The Economist point out, with not enough advertising revenue to go around, the lessons of two internet bubbles have taught us that “somebody somewhere is going to have to pick up the tab for lunch”.
The paper concludes that the demise of a popular but unsustainable business model (of free content) now seems inevitable.
Time Inc has mooted charging as has The New York Times and the Guardian seems as keen as anyone. It is also being reported that newspapers including The Times and Independent are considering introducing paid-for content on their sites.
It will only take one or two, a little trickle, before it turns into a steady flow. In just a few short weeks the language has already started to rapidly change. As journalists lose their jobs and newspapers are threatened there has been a step change.
Gavin O’Reilly, the new chief executive of Independent News & Media told the Daily Telegraph that “it is obviously necessary”.
No longer simply desirable or nice – but necessary. He added: “We have got to respect the value of our writers. There is a fine balance. I want to look at online in that regard.”
The paper also reported that News International was looking to find its own paid-for model.
What will that be? People talk micro payments and subscription.
What I am completely convinced of is that no one in the wider world, outside of the Wall Street Journal and the Financial Times, will be successfully able to charge for news.
News was and is even more so today a commodity. Valuable as it is, it is also too cheap and too easy to replicate to be charged for – except maybe in a historical archive – but increasingly I think that ship has also sailed.
It is the other content – the words, the insight, video and audio that cannot be replicated that demands some kind of premium price tag.
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