Feeds

Telegraph mulls cash alternative to suicide

Don't call it a paywall

Beginner's guide to SSL certificates

"Calling it a paywall sounds like it's a tall impenetrable barrier that only Hercules can break down," pondered the FT's digital chief recently. "Why don't we call it paying for content, just like paying for milk or bread?"

Come September, the Telegraph too will be milking its nodes for cash, according to reports in the marketing trade press. The newspaper group is said to be exploring options with ad agencies to adopt a 'hybrid' or 'metered' model used by the FT and WSJ, with a September launch in mind. Under this model, you get to glimpse a story, or read a limited number of stories in their entirety, before you're asked to pay. The FT introduced the scheme in 2007, with a ration of 30 stories per free registered user.

The move has been rumoured for some weeks. In response, the Telegraph says it is keeping all its options open. The Telegraph, like other papers, has spent a small fortune in building up a web audience of 31 million, chasing web fads with the dignity of a Dad at a Disco. In 2009 the Tele's digital director was openly considering the advantages of handing over "distribution, technology, and a good share of ad sales to Google as a platform so the paper could concentrate on its real job" – which is, apparently, journalism.

Archbishop Rusbridger

But how fashions change. Giving control to Google is now seen as a liability, not an advantage – and control of distribution is key to any business where the wares need to be seen, sniffed or felt. Losing most of the 31 million casuals who make up the Telegraph's web audience may not be such a disadvantage if it can extract some value from the loyalists. Ad agencies naturally love qualified upmarket readers, and with the web, they've never been sure they've been getting them.

A pay-walled Telegraph would leave the UK's 10th and 11th best-selling newspapers (the Grauniad and the Independent) battling it out as the only "quality" nationals fully available to skinflints, and chasing a diminishing core audience of teachers and sustainability outreach officers. ®

Beginner's guide to SSL certificates

More from The Register

next story
NSA mass spying reform KILLED by US Senators
Democrats needed just TWO more votes to keep alive bill reining in some surveillance
Bada-Bing! Mozilla flips Firefox to YAHOO! for search
Microsoft system will be the default for browser in US until 2020
Google bags OBSCENELY LARGE Times Square ad space for New Year's
Choc Factory pays millions for whacking new digital screen
prev story

Whitepapers

Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Getting ahead of the compliance curve
Learn about new services that make it easy to discover and manage certificates across the enterprise and how to get ahead of the compliance curve.
Top 5 reasons to deploy VMware with Tegile
Data demand and the rise of virtualization is challenging IT teams to deliver storage performance, scalability and capacity that can keep up, while maximizing efficiency.