Rupert Murdoch doesn't appear to think it's the season to be jolly. Paying for our news online? Switching search engines to access that news? Sounds a bit like bah humbug.

There may be viewers that will pay for original, valuable content (unless all news sources become paid) - but I think some of the companies engaging in these transactions might be biting the hand that feed them. Are they missing the big picture? Charging users for visiting will certainly reduce website traffic, decreasing reach and advertising spending with it (which in all likelihood would more than cover the costs of subscription!).

And then there's the competition- with the growing number of widely respected journalists and bloggers around the world, supposedly loyal customers may just make the switch.

From the consumer's perspective, the reality is that we rarely read "the paper" back to front, and most articles are incidental to the select items we find worthwhile reading. Why should we pay to get in without knowing what's on the other side? How do we know if it's worth it? Do we get our money back if we don't like it?

It all comes down to personalisation. The consumers of today are more demanding than ever, and targeted content is all they're interested in.

So, if you're not thinking of following in Rupert's footsteps any time soon, how to monetize the web? Give your customers what they want (it's that easy!).

Surveys, polls and web analytics will give you insight into exactly what it is your target audience is looking for, and providing more choice and more opportunity to engage will allow users to access the information they are most interested in.

But let's not forget about the communication itself. Targeted content, blogs and marketing messages will go a long way to strengthening brand relationships, demonstrating thought leadership, boosting credibility and, in the end, building brand equity. And building brand equity will get you everywhere. Equitable brands are profitable brands. You won't get results overnight but trust me, you'll get the results. Visitors will get to know your company/product/service and what it stands for; allowing them to relate and helping them decide whether your company/product/service is right for them; assisting in the purchase process, generating brand loyalty and making them more receptive to future offers.

Consumers might be willing to pay for quality, useful content; but it's what you provide for free (great customer service, excellent advice, informative news, a great user experience (and ultimately a great customer experience)) that will help you build brand equity and leverage the web for maximum return on investment