Media organisations should ride the internet wave, not try to turn back the tide, according to Mark Scott, the Managing Director of the Australian Broadcasting Corporation. Speaking at the Journalism Education Conference in Sydney, Scott attacked Rupert Murdoch’s firewalls around News content.
The boldest paywall experiment is underway globally with [Murdoch's] The Times in London. But as Clay Shirky points out, before the paywall went up the two Times websites had
roughly six times more readers than there were print sales of the paper. Post paywall, the web audience is less than a sixth of print sales and the paying web isless than a twentieth of print sales, possibly far less. And at the same time, circulation for the print editions of these newspapers has continued to decline at the same dramatic rate as other papers in the UK market.
With so much content available free online, there would be a struggle to obtain a price for content, unless it was “extraordinarily distinctive”. In the UK, because non-subscribers could not read Times stories forwarded by friends or those linked through Twitter or Facebook, the stories remained locked in a very limited and narrow world speaking only to itself. More…