New research from University of Michigan / Michigan Ross Marketing Professor Kanishka Misra shows how media providers could boost online revenue with the right mix. Online content providers constantly grapple with how much to offer for free and how much to charge. Pile on too many fees for content, and customers disappear and ad revenue declines. Give away too much, and you could miss out on subscriber revenue. Customers have been known to flee websites in droves over even the slightest of fees.