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Question: Marketers of online news content are struggling to change consumer attitudes about whether or not it is fair to charge for this content. While consumers are already willing to pay for movies, music, and games, they don't want to pay for news-whether it is from online versions of newspapers and magazines or online feeds of radio and talk shows. "Much of their content has basically become a commodity, readily available elsewhere for free," notes a Nielsen study. Yet these news formats are created by paid professionals, and can be expensive to produce.43

1. Express your own view. Is it ethical for marketers of online news content to begin charging consumers for their services? If so, under what circumstances? If not, why or why not?

2. Go online to research different news sources-those that are free (such as the headlines offered on Yahoo!) and those for which there is a charge (such as online magazine or newspaper subscriptions). Is there a difference in features or the extent of services offered?

3. Based on your research and your knowledge of consumer behavior, what steps do you think news marketers might take to change consumer attitudes about whether news should be offered for free?

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