Journalism Online says that pageviews fell between 0% and 20% and unique visits fell between just 0% and 7% (neither figure a huge disaster when you introduce a paywall), while advertising revenue didn’t fall at all for any of the titles.
It’s worth noting that the newspapers concerned didn’t block all content completely from non-paying visitors. Instead, only readers who view more than a set number of pages per month, usually between 5 and 20, have to pay.
The policy is stark contrast from the most high-profile recent paywall launches – those by Rupert Murdoch in the UK for his Times, Sunday Times and News of the World titles. In those cases, all content is completely blocked until you stump up some cash (or at least sign up for a free trial). We’re still to hear exactly how successful this policy has been. Publisher News International released some vague figures that weren’t very enlightening, while the unofficial word is that the policy didn’t start out well.
Perhaps a paywall like this could work for community sites too.
If you set this meter conservatively, which we urge people to do, it’s a nonevent for 85, 90, 95 percent of the people who come to your Web site,” Mr. Brill said.
What a brilliant name!