When they trust media less, they're willing to pay more

Alfonso Vara-Miguel
A new study of internet users in Spain shows that those who trust "the media" less are more willing to pay for news online.

The explanation for this counterintuitive behavior is that those distrustful folks "are willing to pay for those specific media that they trust", according to the researchers, Alfonso Vara-Miguel of the Universidad de Navarra and Manuel Goyanes of the Universidad Carlos III of Madrid.

(The full text of their article is in Spanish: "The probability of paying for digital news in Spain," in El Profesional de la Informaci�n.)

In other words, trust and confidence have an economic value that media organizations can monetize.


Manuel Goyanes
Getting people to pay

Media economists like to say that the Spanish are legendary cheapskates when it comes to paying for any form of media. But the researchers believe they have identified some of the market segments most likely to pay for news.

They base their conclusions on the Digital news report 2016, which came from a survey of a representative sample of 2,100 Spanish adults, executed by YouGov and coordinated by the Reuters Institute for the Study of Journalism at Oxford University. The most relevant findings follow.
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