MailOnline wants to charge

More grim tidings from the newspaper world as DMGT, the owner of the Daily Mail, reveals some pretty awful six-monthly results – a £239m loss. Most interesting was chief executive Martin Morgan’s comment: “The prudent way we are running DMGT is not to make the assumption that all the revenue will come back to previous levels.”

Just in case it does not, Morgan is actively looking into alternative revenue models. It seems the MailOnline would like to charge for its “deeper” celebrity content. Though there’s an appetite strong enough to overcome any micropayment barrier, I doubt charging for internet content will do much to repair DMGT’s wrecked financial model. But Morgan’s comment does demonstrate a growing will to get tough with freeloading internet culture in the wake of Rupert Murdoch’s recent initiative.

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