Paul Lomax, head of new media for GMG Regional Media, shares his view on the charging for online content debate.

Rueters has also admitted it is to investigate a similar model while Carolyn McCall, chief executive of Guardian Media Group, has also said that she is considering introducing charging for access to areas of the Guardian website.

Speaking to The Drum, Paul Lomax, head of new media for GMG Regional Media has said that paid for news content could prove difficult for companies, but also profitable.

"When it comes to paying for news, it's very different to paying for music. A news story is read in minutes; a music file can be enjoyed for years. Subscriptions are an option, but this has tended to only work in B2B where the cost is going on company expenses.

"Publishers are already charging for content in certain areas like crosswords or something which has more longetivity, although even online dating is now coming under fire from free websites. The risk with charging for something that technically could be free is that someone can come along with lower margins and take that market away."

Lomax added that revenue from online was profitable, although not profitable enough to sustain the companies themselves.

"Digital is self sustainable,” he said. “It's not going to replace the rest of the business. That's always going to be a challenge that you've got with the historical cost base, but also in better times much larger profits. But it's certainly profitable.

"People talk about the Digital Dime versus the Print Pound; it's a lot harder to make a pound, but it's cheaper and easier to publish.

"It's not about harder work, it's just that you've got smaller revenue streams which can all add up. The numbers are smaller than print but the margins can be higher. It just makes it a little harder to pick your shots as you have to dip your toe in so many potential new revenue streams, and not ideas all will gain traction with being new, untested - the downside of being innovative."

As for advertising revenue online, Lomax said there is always a cheaper option available such a Google Ads, but that they lack the brand trust of a local or regional newspaper.