Rupert Murdoch wants to charge for online news. He plans paywalls allowing subscribers full access to material written by his journalists.
Yesterday came evidence his plan won’t work. At least not in Murdoch’s native Australia.
According to media measurement company Nielsen, an on-line property attempting to lock-in readers will become a niche publisher and over time, irrelevant.
Writing in her Boss Lady column at Smart Company, a free Australian business news website, Amanda Gome quotes Nielsen director of analytics Mark Higginson, Director of Analytics.
Higginson talks numbers before saying print newspaper readers are loyal to their preferred brands, but this loyalty doesn’t extend to online publishing.
So the first mover who introduces paid content will simply be taken off the favourite list as consumers look to other sites for their news.