Fast Company’s Kit Eaton quotes an interesting Harris Poll that suggests most people will not pay for online newspapers and magazines. The short article is definitely worth a look. I don’t buy it however.
I’m guessing I’m one of those “odd people out,” who would be prepared to subscribe to certain newspapers and magazines—not because I think of it as buying a new form of an old style paper and ink publication, but because I think of them as “communities of interest.” To me, it’s more like paying your dues, perhaps with the added privilege to express your opinion and post contact info and profiles; it’s more about contributing financial support, because you value the news and insights of the professionals, along with the commentary of the community and want to be part of it. It’s about participation, because you appreciate the community’s intrinsic value. I think the paper and ink guys still think of what they do as creating a thing (albeit a virtual thing) when what the net creates are communities or tribes or networks with information and opinion (informed or utter crap) as the social glue. I feel strongly if the decision-makers shifted their thinking along with their value proposition and positioned it to the market properly and fairly, people would be willing pay to participate, just as when they consider an online business proposition fair and reasonable, they will pay for content (e.g., iTunes). (I know, I know…I’m an optimist, despite everything.)
But how many will pay? In the beginning, perhaps only a small percentage of the readers will want to participate in the community. But if the stories and insights are good and the conversations around them are interesting and lively, more and more will want to become part of the scene. And the advertisers will follow; they won’t be able to afford sitting it out on the sidelines. Love it or hate it, the internet is where we’ll be—all 6.9 billion of us and counting.