Potentials of digital longforms in journalism. A survey among mobile Internet users about the relevance of online devices, Internet-specific qualities, and modes of payment

ABSTRACT After two decades of content syndication on legacy media’s online platforms, longforms such as scrollytelling, web documentaries, and selective multimedia stories take advantage of Internet-specific qualities. However, due to the high amount of resources needed for the production, media managers are challenged to judge their journalistic and economic potential. Hence, this paper suggests integrating the concept of Internet-specific quality and the relevance of the user’s expectations towards quality to focus on potentials of content innovation into media management research. We draw on the relevance of Internet devices within the recipient’s media repertoire for background information and the use of digital longforms. Based on the frequency of use, results of a quantitative face-to-face survey representative for German mobile Internet users (n = 248) indicate that stationary and mobile Internet devices are already an inherent part. However, there is a lack of strategic marketing. Not all digital longforms are well known; most recognised is scrollytelling. Second, we draw on the user’s expectations on Internet-specific qualities and attitudes towards advertisement and paid content. As our data show, recipients prefer multimedia, selectivity, and intuitive usability, not wishing to become part of the story through interactive and participative features. Furthermore, users are willing to pay for longform journalism that suits their interests, but media companies have to offer single purchase options instead of subscriptions.