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Boston Globe lowers its paywall to build on 'success' when it was up Boston Globe lowers its paywall to build on 'success' when it was up
(7 months later)
The Boston Globe has lowered its paywall. It is introducing the metered model, which will allow readers 10 free stories in a 30-day period. After that, if they wish to access more, they must pay.The Boston Globe has lowered its paywall. It is introducing the metered model, which will allow readers 10 free stories in a 30-day period. After that, if they wish to access more, they must pay.
The paper's editor, Brian McGrory, said that the paywall had proved "successful" by attracting nearly 60,000 digital-only subscribers but was not successful enough. "The universal belief is that we can bring even more paying readers to the site with a meter."In a long, very long, memo to staff, McGrory explained the change of direction. It was in September 2011 that the Globe put up its paywall on its site called bostonglobe.com. The paper's editor, Brian McGrory, said that the paywall had proved "successful" by attracting nearly 60,000 digital-only subscribers but was not successful enough. "The universal belief is that we can bring even more paying readers to the site with a meter." In a long, very long, memo to staff, McGrory explained the change of direction. It was in September 2011 that the Globe put up its paywall on its site called bostonglobe.com.
Meanwhile, a separate site, boston.com - containing only some Boston Globe content - has been free to access and will continue. Both sites, according to McGrory's memo, will compete with each other for audiences.Meanwhile, a separate site, boston.com - containing only some Boston Globe content - has been free to access and will continue. Both sites, according to McGrory's memo, will compete with each other for audiences.
Of the newly metered bostonglobe.com, he writes:Of the newly metered bostonglobe.com, he writes:
"We are betting that the more people get to sample our journalism – to read our stories, to view our photography and videography, to experience our graphics – the more likely they'll be to subscribe to the full body of our work.""We are betting that the more people get to sample our journalism – to read our stories, to view our photography and videography, to experience our graphics – the more likely they'll be to subscribe to the full body of our work."
Sources: Poynter/Jim RomeneskoSources: Poynter/Jim Romenesko