According to Crets (2007), this “structural shift” is essential as these publishers are losing their advertising chare to online-based classifieds. The loss of advertising revenue has affected even Rupert Murdoch’s News Corp where the company announced losses of US$3.4 billion. This has resulted in Rupert Murdoch announcing that News Corp would start charging online customers for its news content across all its websites (BBC, 2009).
The feasibility of charging customers for online news content has also been questioned. Larry Dignan of ZDNet has questioned Rupert Murdoch’s move of charging for online news content (Dignan, 2009). Some of the issues that he raised were that the potential revenue from an online pay news model was insignificant compared to what News Corp currently earns from its newspaper business ($200 million compared to $6 billion!), that newspapers low pricing would affect online charges and a possible lack of content worth charging online customers (Staci Kramer of PaidContent suggests The Sun's topless page 3 girls and Bill O'Reilly outtakes...lol).
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