Publisher's Synopsis
How can daily news publishers market profitable content on the Internet? Digitalization and online journalism have now finally reached traditional print media in Germany. By now, over 100 newspapers offer digital content on the World Wide Web. Against this context, the business model "Paid Content" will be theoretically and empirically analyzed and success factors for the profitable creation of digital content are identified. The empirical analysis is comprised of a quantitative online survey with an integrated Conjoint-Analysis of over 1600 Stuttgarter Zeitung and Stuttgarter Nachrichten ePaper subscribers, whose results are subsequently discussed with the decision makers of the Sudwestdeutsche Medienholding. Since September 2014, Irene Mahle has been Research Associate at the Center of Marketing and Branding at the Neu-Ulm University of Applied Sciences, and plans her doctorate in the area "Paid Content and Digital Brand Marketing."
