Newspaper Paywall: The Times of London

Freudenstein: "The times and sunday times launched their digital packages in June last year"

Narration: "Richard Freudenstein, CEO of News Digital Media, a subsidiary of News Corp, discusses the results of implementing a paywall at the Times and Sunday Times of London during his keynote speech at the Mumbrella360 conference in June 2011."

Freudenstein: "And here's the important bit, they are making more money from their 79,000 digital subscribers, than they did from the 20 million unique browser they used to have. Let me just repeat that, the Times is making more money now from their subscription websites now than they did when they were free."

How are readers responding to the paywall?
Freudenstein: "The Times has done extensive research about subscriber attitudes about their websites; the feedback is overwhelmingly positive. Subscribers, having paid for the privilege of joining, feel they are with like minded people, part of a community, not just an audience, and they identify more strongly with the brand. It feels, they say, like being part of a club. Subscribers feel they are in a premium environment and that content is being tailored to them. And whats more, they are more receptive to advertisements, and this has huge implications for advertisers."

What is the impact of a paywall on advertising?
Freudenstein: "And the experience of the Times in London, suggests that the subscription environment is incredibly attractive to advertisers. Digital subscribers are more engaged with the content and give increased value to the products placed alongside that content, and we think that's an attractive proposition for any brand."

See link below for the full keynote speech:
http://www.journalism.co.uk/news/news-corp-outlines-freemium-subscription-mod...

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