Journalism is facing an acute crisis that, with the turn of the century, has aggravated due to the establishment of the digital paradigm. Many media and journalists have been unable to adapt themselves to the new environment and have not yet accepted the cross-sectional reform that the Internet has provoked in the business model. This paper explores the intent to pay for quality digital journalism with the aim of providing a guiding groundwork for professionals that would shed light in their search for a viable business. The text presents the reflections made by 26 journalists and academics from Brazil and Spain whose opinions were collected through semi-structured interviews. The results not only show the need to maintain the audience's loyalty with unique, participatory and accessible digital content, but also reveal the gaps in the training and adaptation of professionals as well as the limitations imposed by the market, Internet users and social digital tools.
quality journalism; media company; payment; digital journalism; internet users