CorpComms Magazine

What's the story?

Rupert Murdoch has decided to charge readers for Times and Sunday Times online content from June.

So why all the fireworks?

The Times is the first UK national to demand payment for access to its entire site and critics and rival papers feel it's incredibly risky. They fear casual consumers have got used to browsing news sites without paying and may not show loyalty to a particular paid-for broadsheet site whilst so much news is available elsewhere for free.

How much are they asking?

£1 for one day's access of £2 for a week's subscription. It adds up to £104 annually which is hefty considering the BBC licence fee is £145.50.

How are they promoting charges as a good thing?

So far the marketing strategy is shrouded in mystery, which may be part of the strategy. The argument is simply that quality journalism is worth the price. But both titles are set to launch new websites in early May to replace Times Online and create a completely separate online presence.

Has it worked elsewhere?

Yes. Big titles such as the Financial Times and the Wall Street Journal already charge online subscription rates and turn a profit. But they are more specialist publications, offering in-depth comment that is hard to find elsewhere.

So it could be sink or swim come June.

It could be. But to some extent it's sink or swim now and all the braodsheets are in a similar boat. The Independent recently announced a 15 per cent fall in revenue and is toying with the idea of following the Evening Standard and becoming a free sheet. With newspaper sales in decline, companies are looking for a business model that will make their online sites profitable.

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