Willingness to Pay for Online News: An Empirical Study on the Viability of the Subscription Model A powerpoint for Com 548 MCDM University of Washinton Yun Li Oct 20, 2009
this presentation is for my com 548 class, fall , 2009 in the University of Washington. MCDM
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1. Willingness to Pay for Online News: An Empirical Study on
the Viability of the Subscription Model A powerpoint for Com
548MCDM University of Washinton Yun LiOct 20, 2009
2. The response of1999 survey of 64 online newspapers serving
California, Taxas, New York, and Florida:
3.
80% of the sites surveyed generated revenues from online
advertising.
Fewer than 20% from e-commerce and pay-per-use models.
Only 3% were subscription-based.
4. What is the issue?
The Internet has become a well-established news medium, while,
no business models seem to generate reliable revenue streams for
online news services.
Advertising model ( the effectiveness of online advertising
remains questionable )?
e-commerce never fulfilled its promise.
5. How about readopted the subscription model? 6. What is the
viability of the subscription model? 7.
A study has been conducted to investigate how consumers in a
geographic market respond to fee-based online news services.
Paying intent (willingness to pay) for online news is
measured.
What factors have an influence on paying intent are also
examined.
8. A random-sample telephone survey of 853 Hong Kong residents
was conducted during November 13-17, 2002
very few users actually responded to paid content
most had no intent to pay in the future.
free alternatives existed online and offline
users did not perceive online news as something with unique
value.
the possibility that online news is an inferior good.
9. Factors Related to Paying Intent
Age :(negative)
younger users were more likely to pay for online news
access.
Newspaper use : ( positive)
more time spent reading newspapers meant a higher likelihood of
paying for online news.
Income : (negative)
people with higher income were actually less, not more,willing
to pay for online news.
10.
online news is characterized by a horizontal demand curve at
the price of zero.
consumers would purchase as much as they can at the current
price, but if the price goes even a penny up, the quantity demanded
drops to zero.
11. Conclusion:
Online news publishers may find it difficult touse the
subscription model to achieve economic viability
12. free becomes not just an option but an inevitability. Bits
want to be free. ( Chris Andersons ) 13. discussion questions:
What is the future of the online news industry?
What revenue model do you think that Internet news publisher
can apply toachieve profitability?
Is there value to maintaining digital media when profitability
is not achievable?
14. Citations:
Anderson, C. (2009). Free: The future of a radical price. New
York: Hyperion.
Chyi, H. I. (2005). Willingness to Pay for Online News: An
Empirical Study on the Viability of the Subscription Model.The
Journal of Media Economics.18 (2), 131-142.