Media World

In marketing, it’s the little things that count

15th May, 2010

A British newspaper recently decided to start charging for online content.

So it sent out two options to its readers: they could pay a £49 (€57) annual fee for access to the online paper only or a £110 fee for the physical paper plus online access. Most took the cheaper option.

The paper then decided – for kicks – to try adding a third option to its offer: a £110 fee for the paper only....

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