Link: WSJ subscription model problem
I’ve been rather busy this week, but I’d like to point you all in the direction of this post by Mark Potts on the odd pricing structure of WSJ.com (the Wall Street Journal). It transpires that a subscription for print-and-online costs about half of online-only.
Huh? WSJ is frequently referenced as the holy grail of online subscription models. It’s odd to see the smoke and mirrors in their logic. Trying to artificially inflate print subscription figures, perhaps?
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Odd pricing structure to say the least.
Slightly, pedantic but - I’ve never seen the WSJ referred to as the Holy Grail of subscription models. On the contrary, they are often referred to with disdain for having a paywall that doesn’t work on a practical or business level. If you look at the figures, if they opened their content and charged the same for click-throughs they’d make a bomb more (I personally think there is a element of elitism in maintaining the subscription at the WSJ).
Either way, click-throughs are a stupid way to measure the value of online adverts while the pricing structure at WSJ is beyond comprehension.
PS Your RSS is still playing up, it directs from the reader to a “Default Homepage”.
Hi Mark,
I think the fact that the high paywall is in place and is still attracting subscribers is what makes it the “holy grail”, so to speak. Let’s face it, I’m jealous.
As regards the RSS issue, that came about after I removed “index.php” from my all my URLs. I thought I’d fixed it with a 301 redirect, but I’ll have another look. It’s sending the reader to the wrong ExpressionEngine Template group.
I wouldn’t be jealous of the WSJ paywall, it’s not making them any real money.
Like I said, if they knocked down the paywall they’d up traffic by 70%+, up clickthroughs by a presumably similar amount and still be able to charge for the access to the premium customer base that they currently charge for because, let’s fact it, the man in the hard-hat doesn’t read the WSJ, online or otherwise.
People who are really interested in the WSJ and don’t have a sub already skirt around it using Google Search anyway, those who aren’t pushed on where they get their news just avoid the WSJ altogether and go to NYT, Boston Globe, WashTimes etc… the paywall is losing them more online revenue than it’s making. Thats why TimesSelect is gonzo - but NYT don’t have News Corp backing them to enable them to maintain the elitist paywall…
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