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Please indicate whether the following features would Better pricing is not the only way to or would not be likely to encourage you to buy online or digital newspapers or magazines compel purchase. Many publishers are facing a poor financial outlook due to Very likely Somewhat likely shrinking readership and advertising revenues. At the same time, Not very likely Not at all likely Unsure with the glut of free content available, there is little evidence of consumer demand for paid content. So what might encourage consumers to purchase digital magazines and newspapers in Lower price than the print version 38% 35 3 12 11 this post-recessionary climate? Free trial or promotional offer 31% 36 3 18 13 (e.g., 20% off regular price)Ability to clip and organize interesting content for later use (e.g., recipes) 28% 36 2 18 16 Of those surveyed, 73% indicated that a digital publication with Access to back issues included in the price 26% 35 3 19 16 a lower price than the print version could compel them to buy, followed by free trials and promotions at 67% [Figure 5]. Personalized content based on my location, interests etc. 23% 38 3 21 15 Currently, many publishers offer their digital content at a Ability to share your issue or subscription with a friend or family member 26% 33 2 23 16 premium, penalizing those who choose it over print. For Recommendations from friends, colleagues etc. 16% 33 3 27 21 example, Wired sells 12-issue print subscriptions for just $10 but charges $3.99 for each iPad edition. Editorial content not available elsewhere 17% 31 4 28 20 Ability to read on multiple devices (e.g., laptop, smartphone, iPad etc.) 20% 26 3 24 27 Two thirds of consumers value the ability to clip and organize Interactive experience with video interviews, community, Q&A etc. 15% 27 5 28 25 digital content for later use (64%), a feature that is not always available, or well advertised. Affluent, university-educated consumers and members of Gen Y (ages 18-34) view exclusive 0% 100% editorial content as more of an enticement to purchase than Base: 1,010 US adult newspaper and/or magazine readers [Figure 5] other readers. Younger adults also find interactive content, multi-device access, and issue sharing attractive.7 The Future of Newspapers and Magazines in the Digital Era www.elasticpath.com

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