How the FT and NYT aim to make paywalls pay

January 9, 2012

January 9, 2012 Every newspaper, magazine or website is working on a paywall of sorts and closely monitoring what everyone else is doing.

In almost every news company, execs are morosely watching advertising projections and finding numbers that are not exactly encouraging. For digital media, there is no way around this year’s weak outlook: the bad economic climate only adds to the downward price pressure exerted by the ever-growing inventory of web and mobile pages. In a best-case scenario, volumes and prices will remain flat. On the print circulation side, western newspapers are likely to witness a continuing readership erosion at a rate of several percentage points.

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