'NY Times' paywall has deliberate holes

Share this content:

The New York Times has instituted a paywall for its digital content, set to go into effect March 28. Times publisher Arthur Sulzberger, Jr. announced the paywall structure March 17.

Print subscribers can register for unrestricted access across online as well as smartphone and tablet applications. Non-subscribers will be limited to 20 articles each month on nytimes.com before being asked to become a digital subscriber. Smartphone or tablet users who wish to read beyond an app's Top News section will need to subscribe.

Digital subscriptions are available on three levels, for $15, $20 or $35 a month, with varying degrees of digital access.

The Times apparently sees social media as a valuable traffic driver, as site visitors who land on an article via links on Facebook or Twitter will not have those article views counted against their monthly limit.

Similarly, visitors from search engines or any other referring site can view content without restriction, save for a five-article-per-day limit imposed on visitors referred to The Times' site from Google.

It doesn't sound too difficult to bypass this paywall, but after a year or research, I can only assume The Times is well aware of this fact. Given that homepage browsing is free all month, it's not hard to paste a headline from the homepage into Bing or Yahoo and read the article that way. I'm not sure if that's cheating or opportunistic, but either way, the goal here seems not to be to driving revenue in the immediate sense, but rather getting readers used to the idea of having to pay for content, with the pay model gradually tightening over time.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

close

Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above