Advance Publications Beg-a-thon

Same with The New Yorker.

 

Here it comes, the Advance Publications pseudo-paywall "Subscriber Exclusive".

First we asked, now we are going to strong-arm you ...

What’s next for NJ.com? Highlighting our best work and finding more support from readers like you

 

I noticed that "subscriber exclusive" today as well. I think it's the first time nj.com has used this tactic and I agree that a site paywall is the ultimate goal.

 

Why are they ashamed of erecting a paywall? Any quality local news publication of record has done it.

 

I understand the cynicism, but this is actually the most sensible thing this company has done in years.

It allows them to make the cheap, easy-to-write, SEO-stuffed-headlines free while spotlighting the stuff that might actually have required more effort to write and report. In theory, the subscribers who don't want to pay extra can still get the stuff that is going to be found anywhere else -- the game stories, signings, etc. -- while those who want analysis or features can pay more.

Ideally, they capture some subscription bucks they weren't previously getting without seeing a massive drop-off in impression-based ad revenue (such as it is during the pandemic).

Is it going to work perfectly in the execution? Probably not. But I think the idea is sensible.

 

Here is the timeline to the paywall ...

June 17-23 Subscriber Exclusive appears on stories

June 24-July 21 Will need to register in order to read Subscriber Exclusive stories

July 22 - Will need to subscribe ($$$) to read exclusive content

The claim, for now, is that much of the content will remain free. If and when they go to a true hard paywall in the future remains to be seen.

 

PennLive has been using the "Subscriber Exclusive" for probably a half-year. The only thing they don't have it on is for COVID-19 stories.

 

There's a good reason NJ.com and other Advance content is free: It sucks harder than a black hole.

 

The idea is sensible. They should've done it 20 years ago. I would've paid for that version of the Patriot-News.

 

Much appreciated. I haven't picked up the print copy in three years, since I saw what they did to my football tab.

 

All the GannettNJ papers limit free content to less than 10 articles per month. So nj.com is the go-to source for state and regional news and wire stories. When nj.com erects the paywall, that ends for folks who are used to the free content. How many will subscribe is anyone's guess. I'd be curious to know if Advance will have to charge less for online ads because the number of website visitors will certainly drop once the paywall goes up.