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The problem, , seems to be that The Times may have signed up most of the people willing to pay at least $180 a year (which is currently its lowest priced digital subscriptiob) for the Times journalism they read.
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That means that while digital subscriptions continues to grow, it's not on track to grow explosively from its current level around 700,000 (which, incidentally, is not too much lower before the big, bad Internet changed everything).
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The solution to the problem is to expand the universe of potential subscribers, and the new lower-priced tiers in the paywalls are an attempt to do just that. The paper hasn't given exact pricing details, but in its "" note it touted adding a "lower-priced paid product" that will offer a selection of the "most important and interesting stories" from the Times. (So, maybe top news, but not every story the paper publishes.) They will also offer other subscriptions, "also at lower price points," which will just cover certain subjects (the press release mentions, "politics, technology, opinion, the arts and food").
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The Times is also creating subscriptions that cost more than its current offerings ("an enhanced tier") but those are more about getting some subset of the current 676,000 to pay more rather than expanding subscribers overall, so that's not where the big growth opportunity lies. The Times will also maintain its free offering of a metered access to set number of stories a month — currently set at ten — according to a spokesperson.
After two years of easing people into a paywall, The Times has slowly normalized the idea of paying for news. And even outside the Times, digital readers who seek out quality reporting and writing as other outlets look to mimic the success of The Times and The Wall Street Journal.recently announced it would experiment with a paid model, and The New Yorker, which charges for none of its digital content right now, recently emailed out a survey asking readers how they felt about different digital models, both metered and not. So while there is little question that the future of news won't be free, the bigger question is just how many paying readers are out there.
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