You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why People Won't Pay for Online News the Way They Pay for HBO Cable Offered Consumers a Better Product; What Are Newspapers Offering? By Nat Ives, Published on May 13, 2009 14 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.