• Advertising Age, Monday, December 8, 2008 12:01 PM

Consumers love to complain about advertising, but according to a new study, as much as they hate ads, they hate the idea of paying for content even more.

According to Mike Vorhaus, President of Magid Advisors for Frank N. Magid Associates, only 2.4% of those surveyed said they would definitely be willing to pay around $4 per month ($39.99 per year) for access to an ad-free version of one of their favorite sites.

Another 1.9% said they'd be willing to pay less than $3 per month (or $29.99 per year). Meanwhile, a whopping 84% of people said they'd be unlikely or not at all likely to pay a yearly fee for access to their favorite sites. What does all this say? Consumers may dislike ads, but they hate the idea of paying for content -- they're not even willing to pay a few cents per day to avoid them.

Read the whole story at Advertising Age »