Date

Fri - 24.11.2017


Building digital products that people are willing to pay for

Building digital products that people are willing to pay for

“I am bored sick of talking about paywalls,” said Tom Whitwell, editorial director of Times Digital. “Instead of debating payment models we need to learn how to build digital products that people are willing to pay for,” he continued.

The Times launched a controversial paid online strategy in summer 2010, which gives no access to non-subscribers. “Every commentator told us we were wrong,” said Whitwell, but he believes it is necessary to be “fearless,” and now the paper has 130,000 paying digital subscribers.

Readers were surveyed about how best to charge online and the biggest thing that came out of the discussions was the need for simplicity: a straightforward system where people knew what they were getting for their money.

Subscribers pay £2 a week for web access plus mobile, £4 a week for web, mobile and tablet, or £6 per week for all digital access plus a daily print edition.

This is working because of the quality of the paper’s journalism, said Whitwell. “The only way we can charge £4 a week to read our stuff is because of our journalism,” he stressed.

For more on this story, please see our Digital Media Europe blog

Author

Emma Goodman

Date

2012-04-18 09:49

Shaping the Future of the News Publishing


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