Well it was only a matter of time before Rupert Murdoch turned his words into actions and that historic day has arrived – news on the Internet will no longer be free.
The Times and Sunday Times are the first British papers to start charging to access their websites. News International will be ringing the changes from June with users paying £1 for a day’s access and £2 for a week’s subscription.
Coming from a journalist background, there’s a real sense of déjà vu – it takes me back to the days of free v paid-for titles vying for readers.
The big question being asked by the industry now is, is this a high risk decision or could the Murdoch empire actually be paving the way for a more realistic money-making online model?
Again with my journalist’s hat on I’d like to think that this decision was based upon the fact that quality, researched and written reporting and commentary does have a value and it’s high time that was acknowledged and paid for.
However, even I’m not that naive. We all know it boils down to money.
Working in the pr business, we have all experienced the radical development of online pr and the huge opportunities it opens up to commercial businesses. The underlying theme of this immense communication tool is its openness, easy access, invite to comment, encouragement to interact.
There is a real danger that paying to read the news puts up a barrier which even the most loyal Times’ followers won’t be prepared to cross. That could mean less traffic to the website; even less appeal and motivation for advertisers; less interaction so less opportunities to build customer relationships and loyalty.
It might drive some customers back to buying a hard copy edition but that’s highly unlikely. What seems more likely if the typical ‘info-now’ Internet user is any indication, is simply keying ‘Telegraph’ into Google and moving on.
Good luck to News International – the industry watches with bated breath…..
Dawn Strange
Accounts Director
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