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BREAKING NEWS & VIEWS
Crain’s AutoNews Goes Under the Pay Hood Coinciding with a major site redesign and relaunch early last week, Automotive News now has several paid content models. Subscribers to the print weekly ($159/year) can access all online news commentary and reader comments as part of their subscription. Users can purchase an online-only subscription for $99/year that opens up the same online content and provides a digital magazine version of the print weekly. A new data package offers access to sales and production figures for the industry. The Data Center package is available to Automotive News subscribers for an additional $59 a year and as a stand-alone offer to non-subscribers for $199 a year. AutoNews.com is following a tiered packaging model that WSJ.com and FT.com also have deployed in recent months. WSJ has multiple access models for different platforms with a variety of print, Web and mobile bundles involved. FT.com has been using the limited-access model to lure new subscribers into the paid fold. General readers are allowed to read a set number of stories during a given time period before being prompted to get a subscription. No doubt we will see more of this in coming months. For b2b publishers, this model revisits the classic controlled circulation approach. For years, trade publications have courted crossover traffic to their sites via linkage from general news or search engines. This ancillary traffic can pump up the monthly page view and unique user counts, but does not necessarily give advertisers the kinds of targeted professional audiences they expect from trades. It will be interesting to watch how the online advertising inventory within some b2b sites shrinks as these pay walls come down, and what effect—positive or negative—it has on ad sales. Some publishers, like Investor.com and WSJ, often argue that the smaller, paid audience behind their restrictive pay walls proves to be more lucrative than a larger, less-targeted free audience. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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