Daily Telegraph communities editor Shane Richmond has listed five reasons why the Sunday Times‘ reported plans to charge for online content won’t work.

Topping his list, Richmond writes in his Telegraph blog that “consumers won’t pay if there’s a free alternative” – an opinion he has expressed in previous posts, suggesting that “getting ‘good enough’ free beats paying for ‘great’.”

Coming in at two, Richmond writes that not even unique commentators such as Jeremy Clarkson will be enough to persuade consumers to part with their cash.