Emma Conference 2022Elena Koch Wins Best Paper Award and Best Paper Presentation Award

20 June 2022

Photo: private

At the European Media Management Association (emma) Conference 2022 in Munich, the Faculty of Business Administration’s Institute of Marketing was successful on 2 fronts: Elena Koch won the Best Paper Award and Best Paper Presentation Award.

The project Elena Koch is working on together with Prof. Dr. Michel Clement (Universität Hamburg), Prof. Dr. Felix Eggers (Copenhagen Business School), and Dr. Petra Füchtenbusch (Universität Hamburg) focuses on current challenges faced by the news industry. For years, publishers have been witnessing a steady decline in print subscriptions. New digital subscriptions cannot fully cover the corresponding loss in revenue. At the same time, more and more consumers are taking advantage of the many opportunities to read digital news free of charge. The authors are testing various pricing models for a news platform that bundles articles from various publishers. Such a platform may also appeal to customers who already pay for news services but would prefer a flat-rate model. The introduction of a monthly fee of EUR 11 optimizes the platform’s revenue. However, nonpaying customers’ willingness to pay remains low. Instead, these can be monetized through the use of nonmonetary payment methods such as advertisements, surveys, or image recognition tasks (so-called captchas) and thus also contribute to the financial success of the platform provider.