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espanolIntroduccion: Este articulo analiza el modelo de negocio que permitira la supervivencia sostenible de proyectos informativos a traves del pago por contenidos. Con el objetivo de conocer las posibles variables que influiran en la predisposicion al pago por parte de los consumidores, se entrevista a profesionales relevantes del sector de la comunicacion, el marketing digital y la empresa periodistica. Metodologia: entrevistas en profundidad a expertos y analisis bibliografico de fuentes relacionadas con el pago por contenidos informativos, provenientes tanto de literatura cientifica, como de informes de organismos destacados en el sector. Resultados. Se constata que el pago por contenidos es una realidad dificil de asumir, pero se propone un posible modelo basado en variables que determinan la disposicion al pago por informacion. Discusion y conclusiones: El modelo de pago por contenidos informativos en Internet esta vinculado al valor anadido fundamentado en la calidad en cuatro variables: especializacion, diferenciacion, exclusividad y accesibilidad. EnglishIntroduction: This article analyses the potential business models that can allow the sustainable survival of news media companies through a content payment system and aims to identify the key variables that can influence consumers’ willingness to pay for online content. Methods: The study is based on in-depth interviews with professionals from the fields of communications, digital marketing and news companies, and on the review of scientific literature and reports issued by prominent organisations in the media and communications sector, concerning the commercialisation of online news content. Results: The study has confirmed that it is difficult to achieve the acceptance of a payment model for online content among Internet users, but also that it is possible to develop a model based on variables that determine the willingness of users to pay for online information. Discussion and conclusions: The success of a payment model for news content on the Internet is linked to its added value, which depends of four quality variables: specialisation, differentiation, exclusivity and accessibility.

Variables determinantes en la disposición al pago por contenidos informativos en Internet: perspectiva de los profesionales