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"With consumers anchored to free content, advertising not footing the bill and pay to play on shaky grounds, what is the path forward? I believe the model should focus on subscriptions as a reward for other consumer purchases or behaviors. Customers are anchored to water being free at restaurants and would be insulted if they had to pay for it. But no water would be provided if no food was ordered."

"Content originators must be content with consumers paying indirectly for their work. Trying to change a consumer behavior as strong as free internet content is futile. But purchasing $3,000 a year on VISA (V) or MasterCard (MA) to earn an online newspaper subscription follows established behavior."

Michael Steinberg lo propone en Seeking Alpha.