Consumers' Willingness to Share Personal Data: Implications for Newspapers' Business Models. Issue 1 (2nd January 2016)

• Record Type: Journal Article
• Authors: Evens, Tom; Van Damme, Kristin
• Is Part Of: JMM. Volume 18:Issue 1(2016)
• Page Start: 25
• Page End: 41
• Publication Date: 2016-01-02
• Subjects: Mass media -- Management -- Periodicals; 302.23068
• DOI: 10.1080/14241277.2016.1166429
• Languages: English
• ISSNs: 1424-1277

Abstract

ABSTRACT: As people's willingness to pay for digital news remains low, this article investigates whether people would be willing to share personal data as a new currency for accessing news. Increasingly, news organizations collect personal data and track cross-media consumption to build detailed knowledge about and (re)connect with digital news consumers. This article presents the results of an industry-driven big data project that allows news organizations to engage with their audience more deeply by suggesting personalized content recommendations, serving targeted advertising and/or improving the user experience. It presents the concept of the datawall, where the user pays with their data, and delivers new insights into the challenges facing data-driven business models.