Analysis: Pay walls must place more focus on the customer

12/3/2012 | Guardian (London), The

Online publishers seeking revenue streams must recognize that charging for content is about more than simply assigning a price; it requires an understanding of what readers value and how they are most willing to pay for it, Tien Tzuo writes. Experts say this requires adopting a customer-centric approach based on user metrics and demographic analysis so that publishers are able to create product bundles and pricing options that fit the needs of their readers.

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Guardian (London), The

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