Poynter: “Writing in the newsletter of the International News Marketing Association, Dow Jones senior vice president of circulation Lynne Brennen proposes five attributes to measure “a consumer’s willingness to pay.” She also assigned a percentage weighting to each. Keep in mind this is a measure not of what people would like to have as they consume news, but what they will actually pay for. What advertisers want is outside the scope of this particular exercise. Brennen’s big five and the weighting she assigned are:

• Broad reliability of content — 30 percent
• Vertical nature of content — 30 percent
• Longevity of content — 30 percent
• Immediacy of information — 8 percent
• Social “trustworthiness” — 2 percent