As media adapts to the ever changing advertising climate, it can take some time for consumers to embrace it.
Online newspapers have attempted to implement pay walls in the past. According to MediaPost, Newsday has joined the ranks and began to charge visitors $5 a week for unlimited access to the site. Everything from sports, local news, columns, blogs and entertainment news, to videos are now only accessible for a fee. Weather forecasts are among the only information that is still free.
Since the pay wall took place on October 28th, the unique visitors and traffic have decreased compared to the preceding months. In fact, Nielsen data shows that 2.1 million unique visitors came to the website in October. Only 1.7 million were accounted for in November.
Many newspapers, like The New York Times, have attempted pay walls only to rescind the block for various reasons. However, the Wall Street Journal has had success for more than a decade in charging readers for content.
As media adapts to the ever changing advertising climate, it can take some time for consumers to embrace it. Therefore, it is wise to know the target audience and discern if a change will be readily accepted. Allowing customers the time to adapt can be crucial for a successful outcome.
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