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Before charging for digital content, doing research seems like good business. It can help publishers learn how particular audiences will react to a transition from free content to paying for content. But a recent study shows that rarely do publishers report doing audience research before making the transition to a paywall.

University of Missouri School of Journalism scholars Mike Jenner, Esther Thorson, and Anna Kim analyzed paywall practices by surveying 416 publishers, or designees such as executive editors, from daily newspapers across the U.S.

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