This research suggests that the move to paid-for-news content may not be the quick fix publishers hoped it would be, further underlining the need for other revenue streams to be considered, to improve the profitability of the online model. The benefit of online over traditional print publishing is the two-way interaction afforded with individual readers; publishers need to explore this opportunity. For example the creation of a dynamic and flexible data strategy, to capitalise on ongoing interactions with readers, could be a powerful tool to provide partners and advertisers with precision targeted engagement opportunities.
