Wednesday, May 26, 2010
How Do Pay Walls Affect Referring Traffic?
Some new developments in the ongoing transition from “free” to “fee” in the e-publishing world. After sending mixed signals back in February, The New York Times clarified its position on whether blog-originated article views will count toward a user’s quota under the paper’s eventual metered access system (due to debut next January). The verdict: The articles will count toward the quota, but in a sense it won’t matter because users will still have free access to articles referred by third parties – even after the limit is exceeded. That will come as good news to the thousands of bloggers and consumers who send and receive links to NYT articles.
A study by the Pew Research Center’s Project for Excellence in Journalism found that 80% of the articles that bloggers link came from four news outlets: BBC News, CNN.com, The New York Times and The Washington Post. The absence of The Wall Street Journal and The Financial Times from this list strongly suggests that those organizations’ longstanding pay walls have deterred blog referrals.
And speaking of pay walls, the WSJ’s parent company, News Corp., is taking an even harder line with its UK properties The Times and The Sunday Times. News Corp. is about to unveil a pay structure for those outlets that will see them disappear entirely from Google and other search engines (except for legacy content that’s already archived in those sites’ databases). The Times and Sunday Times won’t even publish headlines or paragraphs on the free side of the pay wall, as the WSJ has done for years. If I were a poet I’d say The Times’ content will be AWOL outside the pay wall (I’m obviously not a poet).
I wish News Corp. chairman Rupert Murdoch good luck on this one. I’d be willing to bet a week’s worth of online access to The Times and Sunday Times that News Corp. will eventually soften its stance for those papers and implement something closer to the WSJ model. It will certainly be interesting to see whether the struggling industry’s new monetization plans will have a negative impact Web traffic, which continues to grow on major newspaper sites. For now.








