To Charge or To Wire: Investigating the Interacting Effect of Paywall and Publisher’s Content Strategy on Online News Subscription

Cotting House Conference Room, HBS

Abstract: Many newspapers have seen growth in subscriptions to their online content by erecting paywalls. In this study, we use a unique data-set provided by a major daily newspaper in the US to investigate how the paywall interacts with the availability of publisher’s original content and wired content to jointly affect online news readers’ subscription decisions.

Speaker Bio: Xiaoli (Richard) Yang is a third-year PhD student in the Information Systems Department at Questrom School of Business, Boston University. His research explores the economics of media and internet, as well as how digital technologies affect consumer choices. Xiaoli is particularly interested in sustainable innovations that help traditional media survive and thrive in the digital age

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