Today, the Daily Press in Newport News, Va., has launched its partial pay wall. I’m calling it a pay fence since one can get through in some instances. Most of the news content is for free but subscriptions are needed for “insider” information (exclusives, in-depth reporting, etc.; more can be found here). These people are buying the paper anyway so an extra digital subscription or one already included with daily subscription wouldn’t matter much.
There has been some minor backlash on their comments. Papers have been free online since they have been online. That was a mistake. There should have been subscriptions from the start and I think this partial wall is a good start. You keep the readers who aren’t going to pay anything and those who are inclined to open their wallets to recognize that it takes actual work to get the news will.
The next step is to make it valuable and do it fast. Newsroom staffs need to grow again so someone can be taken off the beat rotation to find the next Watergate. Well, Watergate needs to be outside of the wall. You know what I mean. Like a 10-part series on encroachment in light of the jet crash in Virginia Beach. There needs to be things behind the fence that those who refuse to buy can see but can’t consume, things that spark discussion. We’ve become fragmented (and attention-deficit) to the point where nothing’s going to be the same as, say, subscription rates in the 1980s, but it’s a step in the right direction. TV will beat papers on a lot of fronts. There’s a power in video that surpasses print in some cases but slick images can’t replace how an infographic or an engaging piece makes a lasting impression.
Much like when the Petersburg Progress-Index put up their wall, it’s a gamble when you’re the only game in town doing it. I think this will work and, as more papers put up fences instead of walls, it will be a lot easier later to begin replacing chain link with brick.
For the sake of everyone in this industry still, including me, I hope this works.
I hope this makes sense. I really should stop free writing these.
