Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

Exercise 13

Marketers of online news content are struggling to change consumer attitudes about whether or not it is fair to charge for this content. While consumers are already willing to pay for movies, music, and games, they don't want to pay for news-whether it is from online versions of newspapers and magazines or online feeds of radio and talk shows. Yet these news formats are created by paid professionals and can be expensive to produce. Increasingly, daily newspapers in the United States have begun creating "pay walls" that require readers, after a while, to pay for a digital subscription.
Based on your research and your knowledge of consumer behavior, what steps do you think news marketers might take to change consumer attitudes about whether news should be offered for free?