Rupert the brave

Posted by Michael on June 20, 2009, 4:37pm, 160 views

It’s hard to know if Rupert Murdoch is being fair dinkum when he predicts that newspapers will be completely digital within the next two or three years.

News Ltd papers in Australia have a diversified revenue base that isn’t dependent on classifieds.

While online subscription news has merit in theory, it’s harder to envisage it working in practice.

People may pay for specialised services, but they expect general news to be freely available on the web.

Trying to change that culture is like trying to stop a runaway train with a piece of string.

Perhaps Murdoch is talking up the digital option to subtly pressure Fairfax into heading that way? Fairfax has a greater need to generate online revenue at this stage.

Online subscriptions may work for archives, but it’s hard to see the idea succeeding for current general news.

After 10 years, newspapers are no closer to finding a sustainable business model on the web.

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