The Wall Street Journal Online has successfully charged readers for online content since 2005.
Today, WSJ.com is viewed as a model of success in the world of paid content, a model the Journal’s print counterparts know they need to adopt (in some way, shape or form) in order to survive. Some major news organizations have taken the plunge. Some continue to toy with the idea, while others refuse to change.
Photo: Kevin Dooley
Bill Grueskin, who was managing editor of WSJ.com in 2005, says it was a tough year, with media experts proclaiming the Journal’s move a huge mistake. In fact, Wired columnist Adam Penenberg warned that the Journal “is in danger of becoming irrelevant.” Sorry Adam.
Fast forward four years later…the Journal is so NOT irrelevant. The Journal has the secret formula other online news giants are trying to understand and put into action.
Ok, so what, if anything, does this whole “paid content” thing mean for PR practitioners? With more news organizations shifting to a pay wall – a price tag for niche content – do our media relations strategies need to change to keep ourselves and/or our clients relevant? If not, why not?
I offered my thoughts in the inVocus Media Blog article,” Up Against the Pay Wall: Bracing for Changes.” (After clicking the link, you will need to scroll down a few stories.)
Let me know your thoughts? Is the pay wall a game-changer in your PR strategy?
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