Friday, May 11, 2018

The news business

The Toronto Star, trying to identify readers who will actually pay for content.

Among the types of humans Star reporters now understand to be the desired readership: the “wise elders” (older, culturally active, and generous with their money), who represent 9.7 percent of the audience, and “future managers” (socially progressive up-and-comers with large media appetites). Less appealing in the modern era are the “lunch at Tim’s” crowd (socially conservative bargain hunters) or, worse, the “hillside hobbyists” who, at 11 percent of the Canadian audience, have strong traditional values, live largely outside the urban centres, and have almost no willingness to pay for any online news whatsoever.

I must admit, I'm hesitant to pay for content.

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