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- MediaGuardian,
- Thursday June 21 2001
Cash-strapped internet publishers worried about charging for content have been given a boost by a report that claims a large proportion of the public is prepared to pay.
The news is likely to send a cheer through a beleaguered sector that has been hit by the downturn in advertising revenue and is desperately seeking new revenue streams.
According to a report from the consultancy, iStrat, 52% of respondents said they would pay for high-quality content.
"The research clearly shows there is a need for good quality information on the internet and the public is willing to pay for exclusive sports coverage or music webcasts," said the iStrat managing director, Paul Hague.
In fact, 80% said they would pay for music webcasts and 35% would be prepared to pay for sports webcasts.
But while iStrat encouraged websites to develop pricing models, it also advised caution.
"Although people are willing to pay for content, they are not prepared to pay too much," added Mr Hague.
"Companies that charge more than £3 may risk losing traffic. It is a case of getting the balance right," he said.
Crucially, almost of half of respondents - 46% - ruled out paying for content through subscription, preferring an ad-hoc option of between 10p and 50p an item.
