While many of these players have established solid online
properties, they have generally been seen as an extension
of their traditional audience and are based around a free
access, ad-supported business model. To sustain
high-quality content, they will need to use some form of
subscription-based access to ensure delivery of specialized
and exclusive content. The Wall Street Journal led the way
as far back as 1997, but ever more established content
sites will move towards paywalls and subscription models.
What does this mean for brands and marketers?
More fragmentation – with consumers now having to pay,
you can expect audience sizes for...
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Supplanting the old media?
Supplanting the old media?
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