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Jun 10

Newspaper executives should look away now

Hard on the heels of the news that online advertising revenue will soon be the largest category of ad income in the UK, comes this polling result on the sites people go to for their online news. As The Guardian reported it:

“Newspaper executives should look away now. For the 83% that said they had accessed news online in the past month, websites of the national newspapers didn’t even make the top five. The top five visited news websites for these users were, in order: BBC News (34%), Google News (17%), Sky News (6%), Yahoo! (5%), and MSN (5%).” (Full version of the story, revealing a strong preference for print, here).

What’s the common denominator among those five sites? They’re either aggregators or broadcasters. So they have immediacy and range (or breadth).

Much of the logic behind newspapers putting paywalls round part or all of their content makes sense. But one of the flaws in the argument is they can’t quite compete on either. However excellent the journalism in the Financial Times, the Times or the Sunday Times can they be seen as valuable enough to pay for – when these results seem to give a clear guide what people actually opt for when wielding a mouse?

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