2. What’s inside of the wall?

3. Rupert Murdoch and News Ltd Paywall

4. Potential Risks a.Charge—Losing click numbers—losing online advertisement—losing money b.Charge—Losing click numbers—losing readership—losing power(political/other) c.Charge—Losing click numbers—losing readership—losing market

5. Some Facts Younger generation—information on computer screen So many media choices—lack brand loyalty Creating& sharing—passively consuming A business plan built on the verb “should”?

6. It’s all about business model a.There is no exist general business model to copy b.Try to transpose old business model to new business reality can’t work c.We should find new ideas rather than force readers to pay

7. Reference Javis, J 2010, ‘Rupert Murdoch’s pathetic paywall’, the Guardian, 26 March, accessed 9 May 2011 http://www.guardian.co.uk/commentisfree/2010/mar/26/rupert-murdoch-pathetic- paywall Chong, J 2010, ‘Fairfax Media cautious on online paywall’, the Sydney Morning Herald, accessed 9 May 2011 http://news.smh.com.au/breaking-news-business/fairfax-media- cautious-on-online-paywall-20101123-185fm.html Atikenhead, D 2010, ‘Nice and nasty does it: Shirky the 'net guru' on what the future holds’, the Sydney Morning Herald, 5 March 2010, accessed 13 May 2011 http://www.smh.com.au/technology/technology-news/nice-and-nasty-does-it-shirky-the- net-guru--on-what-the-future-holds-20100705-zww5.html#ixzz1Mr4y5LaE Tryhorn, C 2009, ‘Leading the charge’, the Guardian, 11 May, accessed 15 May 2011 http://www.guardian.co.uk/media/2009/may/11/rupert-murdoch-charging-online-news>