Publishers and media owners who provide sought-after online content can profit financially by charging for it – rather than relying on declining online advertising revenues. But it is crucial how a fee-based charging structure is implemented: charge too little and you are missing out on valuable subscription revenue; but charge too much – or for the wrong content – and you will lose viewers, further undermining advertising revenues. The key is for media companies to take a flexible approach, charging optimal fees for selected content
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