UK: Charging online for unique content

Since the end of June Scotsman.com is conducting a new strategy regarding its content. A part of the articles are restricted to readers who pay for a subscription. This 'premium content', which forms about 10 % of the site, consists of opinion, comment & analysis, obituaries, games like crosswords and professional pages dealing with law, education, medical matters and so on. An introductory offer is available for £29.95 per year. The strategy completes other financial sources like online advertising and a digital archive.

The move seems to be against the trend for free content in online news media. But Alistair Brown, general manager at Scotsman.com points out at journalism.co.uk that it depends on for which content you are charging: "You don't charge for what's popular - you charge for what is unique. Readers want insight and a Scottish perspective on the world - and that's what our columnists have got." An important detail is that key areas of the site remain free, as the site is benefitting from abrupt rises in traffic when big stories are picked up by other news websites. He was also encouraged by the fact that the New York Times is introducing a similar model in September (see former posting).

Sources: journalism.co.uk, scotsman.com