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If people aren't willing to purchase content directly on the web, why would publishers think that they would want to pay for the same content in an app?

Integrated marketing is no longer about using multiple media to promote the same message, but leveraging one or media (TV, print) to promote another medium (web) or vice versa. Nice overview of ICM from Jared Kohn.

Go ahead and file this one under, "Newspapers STILL Don't Understand the Web."

"With my help, you'll be the biggest, most amazing Web 2.0 Social Media Douchebag you can be. You have my word on it."

One-third of respondents said they have paid for digital music or software, while one-fifth said they have paid for mobile or tablet apps.