An interesting issue — that Michael Trigg, VP of marketing at social network hi5 Networks just raised — is why, if publishers really want readers to pay for content, do they make it so darn hard to do it.

Amazing, he said, are the “hurdles we put (consumers) through when then want to pay,” from tedious roadblocks, convoluted registration pages, and so forth.

On their mobile devices, he added, consumers don’t think twice about clicking a button to make a small micro-payment for a little piece of content from a ringtone to a publisher’s news story. “On Mobile,’ he said, ‘It’s much easier.”

“Mobile is a chance to really simplify the user experience,” seconded Sean Nolan, VP Online Operations and External Online Marketing, Rodale. "We have to take advantage of the new formats.”

This entry was posted on Wednesday, June 17th, 2009 at 10:25 am and is filed under OMMA Publish. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.