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The Anatomy of a Paywall: Insights and recommendations on charging for online news
Umeå universitet, Teknisk-naturvetenskapliga fakulteten, Institutionen för tillämpad fysik och elektronik.
2019 (engelsk)Independent thesis Advanced level (degree of Master (Two Years)), 20 poäng / 30 hpOppgave
Abstract [en]

In the wake of digitalization and recent technological innovation, news consumers have increasingly moved to online spaces to access news. As changes in consumer behavior appear even within these new contexts, several legacy news publishers that are often linked with high journalistic quality and trust are struggling to monetize on their content. In such struggles, an increasingly common sight over the last couple of years is the implementation of paywalls; digital boundaries that require consumers to pay before accessing content. This work applies a design thinking approach, utilizing a mixed-method methodology by interviews, surveys, workshops, prototyping, and testing, to explore the users’ experiences of navigating this landscape, while at the same time taking the perspective of legacy news publishers into account. The first part of the report entails the identification of a set of design challenges in this regard. The second part focuses on one such challenge—the onboarding experience of paying readership online—and explores possible solutions where the experience of the users and the business of legacy news publishers can merge. It argues that, while still inducing some degree of irritation in the users, a registration-first model with multiple choices to pay is likely to create new opportunities for news publishers as they seek to charge for content online, while at the same time being appealing to a larger audience. However, the role of the relationship between the individual reader and the content itself was identified as absolutely central in increasing the value perception of news online.

sted, utgiver, år, opplag, sider
2019. , s. 72
Emneord [en]
Interaction design, User experience, Journalism, News paywall
Emneord [sv]
Interaktionsteknik, Användarupplevelse, Journalism, Betalvägg
HSV kategori
Identifikatorer
URN: urn:nbn:se:umu:diva-163363OAI: oai:DiVA.org:umu-163363DiVA, id: diva2:1351805
Eksternt samarbeid
Daresay AB
Fag / kurs
Examensarbete i Interaktionsteknik och design
Utdanningsprogram
Master of Science Programme in Interaction Technology and Design - Engineering
Presentation
2019-06-03, TA301, Håken Gullessons väg 20, Umeå, 09:00 (svensk)
Veileder
Examiner
Tilgjengelig fra: 2019-09-16 Laget: 2019-09-16 Sist oppdatert: 2019-09-16bibliografisk kontrollert

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