An editor shared some paywall results with me yesterday. I don’t use unnamed sources lightly, but I understand why this editor can’t use his or her name or organization. It’s someone I’ve known and respected for a few years. Here’s what this editor of a small regional daily newspaper said:
We have had a digital subscription plan in place for a few months. We don’t even have 300 subscribers yet. It’s a failure. Even at the corporate level we’ve stopped hearing about paywalls. They know they aren’t working either.
I will be clear about one thing: This is not a Digital First Media editor and I will not disclose here the results of any of the MediaNews paywalls that launched shortly before Digital First took over operation of MediaNews last year. I don’t have those results and wouldn’t be the right person to disclose them.
The editor who emailed me is not the only person outside Digital First I’ve heard from who’s worried about weak results of a paywall, just the most specific and the one who contacted me this week. I’m not about to say that the current wave of paywalls will all be failures, based on this one email from an editor who won’t be named and less-specific comments from some other people.
I am willing to say that anyone who thinks the matter of whether paywalls will help news organizations find a prosperous future is settled is completely lacking in credibility. Specifically, the paywall cheerleading by Ryan Chittum and Dean Starkman of CJR is mystifyingly lacking of thoughtful analysis and skepticism. (more…)