The 37 per cent who didn’t pay for content were also asked why they didn’t pay. The main reason has to do with the online dilemma presented to publishers since day one: The consumer has no reason to pay, because there’s so much free stuff out there. Half of those who don’t pay don’t invest because they think the quality of online journalism is shoddy.
The question remains of how to produce quality content without being directly paid for the product?
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