Continental Research surveyed 500 online readers of newspapers and magazines, to see if and how much consumers would be willing to pay for articles online.
A majority (63%) said they would not pay to read their favourite articles online. However, 21% said they would be prepared to pay a small individual fee - known as a micropayment - for each article they wished to read.
Encouragingly for publishers looking to charge for online content, 11% said they would happily pay a larger amount to get access to the whole publication online.
Continental also asked how much respondents would pay to read their favourite online columnists: 35% would definitely or probably pay 2p per article.
In further findings, 26% of 16 to 34-year-olds were prepared to make micropayments, compared to 18% of those aged over 35.
This article was first published on mediaweek.co.uk