09 Aug 10

Times Online Update

by Laura Fenton, Trainee Digital Planner/Buyer

In the latest update on the progress of the newly introduced Times Online paywall, Rupert Murdoch has remained optimistic on the move to a subscriber based online model. According to the News Corp CEO at a financial conference last week, “it’s very, very early days with our paywall around The Times. We’ve had a very encouraging number of people subscribe, at a good price.” 

Despite this clear confidence in the move to a paid content model, there is without doubt room for skepticism, as Murdoch has announced they will not be releasing figures for the time being. It has also been previously reported from within the industry that the introduction of the paywall could lead to the loss of up to 90% of the site’s readership.

Murdoch’s failure to release any proof of the success of the Times Paywall to date as part of News Corp’s full year results certainly puts some doubt in my mind as to the uptake of paid content amongst the Times’ dedicated online reader base. Furthermore, any figures that had been released would be erroneous, due to the Times’ introductory offer, which gave customers access to the 2 websites for 30 days for a £1 subscription fee. This has now been increased to the standard £2 for a week’s access and as such, will undoubtedly have an effect on the number of users who decide to register going forwards.

I think it is fair to say that the Times Online’s move to paid content has yet to prove to be a resounding success and until that happens, the media magnate is unlikely to reveal official numbers for his divisive paywall any time soon.