We all know that journalism is changing. The traditional methods of journalism are becoming obsolete, and with them, the traditional avenues for revenue. Although Life in the Clickstream survey shows that Australia has faired significantly better than other countries, we are not exempt from the issues that we will have to face in the near future.
As news increasingly adopts and adapts to the digital era, the question becomes, who will pay for the news? Traditionally, news was funded by advertising in the papers. Newspapers were printed and sold at a loss, which was counteracted by advertising sales.
But who pays for news that is online?
Companies are now realising if they put their content online for free, they are relying on advertising to pay their way. Online advertising still "represents only a small proportion of the total advertising revenue flowing into the media" (Life in the Clickstream). Online news sites are now attempting to introduce pay walls, where customers must subscribe or pay to view certain content.
The problem with pay walls? Well, we in this new digital society have become accustomed to accessing our information online for FREE. Journalist for CBC News, Don Pittis, notes the issue with pay walls - "the problem with asking readers to pay is that there is so much free and good quality competition". And that's just it. Why should I pay for information, that I can more than definitely get from another media source that isn't going to charge me?
Pay walls can't be the answer. Newspapers aren't sold for $1.20 for the cost it takes to make them. Online advertising is still finding it's feet, and once it does, I believe free will flow on. I agree with Pittis who believes that the pay wall may be of negative effect, in the long run, for media organisations - "It may be that by driving away the mass traffic of free, pay walls are cutting news organizations off from a very lucrative future. It is well known that advertisers are willing to pay well for the right kind of audience especially if it is big".
It's all or nothing with pay walls, and you're never going to get all.
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