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New research from Forrester has found that while a minority of consumers will pay for online content, not all pay models are considered equal.
The findings are especially relevant as print publishers hunt for ways to offset declines in ad revenue by shifting the burden to readers who are used to free online content.
Eighty percent of consumers said they wouldn’t pay for access to online content if the publisher erects a pay wall. Eight percent said they preferred online and multichannel subscriptions.
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