Consumers will pay for online subscriptions

(MediaBuyerPlanner) — Consumers said in a survey conducted by the Boston Consulting Group they would pay between $2 and $4 for a magazine — many magazine publishers are currently charging $4.99 per issue — and between $5 and $10 for a monthly newspaper subscription. While the price consumers are willing to pay for digital newspapers is less than their print counterparts, the digital version is cheaper to produce, the research points out.

Consumers are willing to pay only $5 to $10 for digital books, which is less than what book publishers are targeting.

More than 80% of those who plan to purchase an e-reader over the next three years said they would use it to read the online versions of magazines and newspapers.

E-readers and tablets could become established consumer products, alongside TVs, PCs, and mobile handsets such as the BlackBerry and iPhone.

However, mass acceptance of e-readers and tablets is not guaranteed unless prices drop dramatically. In the United States, consumers are only willing to spend up to $200 for a multipurpose device, far below the $499 entry price of the iPad.

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