- “Newspapers need to charge because they have high production costs and because if they don’t, advertisers will think the papers are just being thrown away. We don’t have either of those conditions — we don’t have heavy production or distribution costs, and advertisers know that every reader has made a conscious decision to come to our site.”
In other words, besides the difference in production costs, printed newspapers (at least in the US) are primarily push products but their Web sites are pull products. Very few producers of online newspapers seem to realize that.
Speakng of push, Kershner also says that SFGate will launch more e-mail products.