Times uses Olympics to boost paywall subscribers…by removing the paywall

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Friday, 8th June 2012 by Simon Hilliard

The Times’ paywall was the first to go up on a UK paper, and since being in place has fallen over on the odd occasions – seemingly by mistake. That was until the Queen had been on the throne for 60 years.

During the Jubilee weekend, a time when the majority of the British public chose to watch the Diamond Jubilee celebrations from the comfort and warmth of their own homes, someone at The Times though it was a good time to drop the paywall. This was an effort to attract un-paying eyeballs and, hopefully, generate a few more paying subscribers.

Times paywall olympics

And it sort of worked. Some 6,000 people registered for The Times or Sunday Times sites over thw weekend according to Media Week. These 6,000 will now be hit up by marketing in an effort to boost subscription numbers.

Bosses at The Times must have been pleased with this number, as the paper is now planning to drop the paywall again during the London 2012 Olympics – presumably thinking the same target audience that was glued to their TV will be stuck in offices during the games and sneaking a look online whenever they can.  However, the paywall will only be down for two or three days during the games, likely around the more prominent events.

Does this mean the paywall model will change following the Olympics, as some suggest? Probably not. As an early foray into the world of paid content it seems to have gone okay. Using increased interest in mass appeal events is more of a marketing evolution than it is a revolution in business model. It’s more likely we’ll see the paywall drop temporally in future around similar scale events – provided there is a consistent small boost in subscriber numbers when it does.

It’s not bad timing by the paper for another reason. A number of London tube stations are being fitted with Wifi in advance of the games, which will be free initially. The first stations are already online at King’s Cross and Warren Street. So those heading to the games, as well as London commuters, may stumble through the paywall in their pre-event browsing.

@simonhill

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