Print Media and Online Content.
Newspapers are in trouble, in part, because they have devalued their own content.
If you sell short snippets of text, explaining the real world, putting that online seems like a no-brainer. Especially if the hardcopy offers a greater experience. But the issue is this: the experience isn’t so blatantly superior that the reader doesn’t think “you know, this is free online.”
At the same time, you need to put something online, or you deny the value of print journalism, which is to add authority to conversation. As I mentioned to someone today, you don’t just read the Economist to be informed. You read it to be able to speak with authority in conversation with others. Conversations are now online, so authoritative sources (journalism) needs to be as well.
The problem is in offering the same damn thing, for free, that you are selling to survive. The problem is in the assumption that people are looking for an excuse to pay, rather than an excuse not to pay.
Your online content should expand the world of your product, but not replace it. If you sell a comprehensive, varied print news source, you should load your website with research, background, audio, video, etc. If you see value in duplicating your print product, leave that value for the paying customer - let a physical purchase allow access to optimized versions of the print product, searchable, remix and sharing friendly. For those who just want to see what you have on offer, show them what ADDS to the value of what you sell, rather than offering them the same thing, for free.
