Kantar Unveils Tool to Predict Reaction to Paywalls

In the UK, WPP-owned Kantar Media has developed a predictive tool to provide insights into how consumers will react to newspapers introducing paywalls on their web sites.

Kantar Media offers a range of media insights and audience measurement services through its global business sectors Intelligence, Audiences, TGI & Custom Solutions; and companies including Compete, Cymfony and SRDS Media Solutions.

The firm's new 'Foresight' solution uses modelling techniques to pinpoint the optimal price point for paid content, an increasingly popular strategy with recent decisions by the FT, News International and others. 'Foresight' can also be used to determine the best content packages to offer to different customer groups.

'This service has been developed to help our clients address the challenges they face in seeking new business models for their digital content, whether it's a subscription model or a hybrid part-subscription, part- advertising funded model,' explained Director Sarah Sanderson.

'Publishers need incisive and robust consumer insights to guide their decision-making as they weigh up the risk/return equation,' she added.

Web site: www.kantarmedia.com .