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Readers are open to multiple payment How appealing are the following payment options for digital or online newspapers and magazines? models. Very appealing Somewhat appealing Over half of adults find all-you-can-read subscriptions (62%) Not very appealing Not at all appealing Unsure and free-mium models (55%) appealing [Figure 6]. Although subscription payment services were announced in February byPaying a at monthly fee to read any magazine or both Apple and Google, a large scale paying audience for digital 6newspaper by the publisher (e.g., all-you-can-read) 26% 36 14 18 publications has not yet developed. Reading for free if ad content is doubled 30% 29 6 16 19 Purchasing a monthly or yearly subscription 20% 36 7 18 19 The study revealed that 59% of adults are willing to accept to a single publication Paying for the premium version but additional advertising to subsidize digital publication costs. 27% 28 8 15 22 the standard version is free Generally the younger the consumer, the more open they are to Reading for free if you refer enough friends 25% 25 8 18 24 heavy ad content; 68% of those aged 18-34 would accept more Getting a discount if you buy with others (e.g., bulk purchase) 17% 32 8 18 26 ads to gain free access, compared to 47% of respondents 55 Paying just for articles or features you and older. 21% 27 9 18 25 are interested in (e.g. crossword) Buying each issue individually 14% 31 8 21 28 26 As active digital purchasers, unsurprisingly younger adults (ages Paying to rent an issue for a limited time (e.g., one day rental for a plane trip) 10% 20 9 20 41 18-34) find a multitude of payment options more appealing than the average reader, with two in three showing an affinity for social shopping to receive discounts and free access in exchange for 0% 100% referrals. Pay-per-article also resonates with Gen Y readers who Base: 1,010 US adult newspaper and/or magazine readers [Figure 6] may prefer to just pay for what they actually read, and not for rehashed content they can get elsewhere for free.8 The Future of Newspapers and Magazines in the Digital Era www.elasticpath.com

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