Nieman Foundation at Harvard
HOME
          
LATEST STORY
Should it stay or should it go: News outlets scramble to cover Britain’s decision to exit the European Union
ABOUT                    SUBSCRIBE
April 21, 2014, 9:56 a.m.
LINK: www.slate.com  ➚   |   Posted by: Joshua Benton   |   April 21, 2014

Slate would like to make one thing perfectly clear: It’s not a paywall! (Language around that issue’s been a sore subject in the past.) Slate editor David Plotz:

First, let me say what it’s not. It’s not a paywall. Let me say that again: It’s not a paywall! We’re not asking you to pay for stories, and we’re not turning on a meter that stops you 10 stories into the month. Everything that’s free on Slate will remain free for all Slate readers.

Instead, Slate Plus offers extras and opportunities, enhancements to the regular Slate experience.

slate-plus-adFor $50 a year, Slate superfans will get some additional content, but the biggest pitch seems to be a general closeness to the brand. Pre-show parties at live events! Private Q&As! Ask Dana Stevens that question about the cat in Inside Llewyn Davis that’s been killing you for months! Help David Weigel decide who to profile next! It’s a behind-the-scenes pitch that’s reminiscent of some parts of Times Premier. In both cases, I’ll be curious to see how much of an audience there is for that in-the-newsroom vibe, which has been talked about (mostly by journalists) as a premium upsell for years, but for which there haven’t been a lot of successful models.

Slate Plus also promises a better experience of current Slate content — paginated stories will default to a single page, podcasts will be available in ad-free versions, and the comments interface will be better. In a sense, that part is similar to The Dallas Morning News’ “premium experience,” which also promises the same content in a more easily digestible package. (I’d imagine it’s also a sign paginated stories aren’t going anywhere for the proles anytime soon.)

In its combination of VIP club, improved experience, and keeping content free — and in its $50-a-year price tag — Slate Plus most closely resembles TPM Prime, the upsell at Talking Points Memo.

In any event, I think the key value proposition for Slate Plus isn’t single-page stories or a pre-show spritzer with Emily Bazelon — it’s just the fact that it’s an opportunity for people willing to pay to do so. There are Slate superfans whose relationship with the site stretches more than a decade. Slate’s done a good job of pushing the personalities of its writers, which strengthens those reader–website connections. I suspect for many who sign up for Slate Plus, the decision will be less of a cost–benefit analysis and more of a “sure, they’ve given me a lot of good stuff over the years — I’ll throw them some coin.” Think of people who give to their local NPR station: It’s not really for the totebag.

Historical note: Slate, back in the day, was an early mover on asking readers to pay for online news, putting up a 20-bucks-a-year paywall from 1998 to 1999. (Some late ’90s Newsonomics for you: Monthly uniques dropped from 500,000 to 400,000 with the paywall, which got somewhere north of 20,000 takers.)

Show tags Show comments / Leave a comment
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Should it stay or should it go: News outlets scramble to cover Britain’s decision to exit the European Union
Online, readers stayed up for the results: Peak traffic to BBC News, for instance, was around 4 a.m. GMT, and by 11 a.m. BBC.com had received 88 million page views.
Acast wants to get new audiences “in the podcast door” with more diverse shows and better data
With a new paid subscription option and its sights set on non English-speaking countries, the Swedish podcasting startup is looking for listeners (and shows) beyond the iTunes set.
“Medium’s team did everything”: How 5 publishers transitioned their sites to Medium
What happened when Pacific Standard, The Ringer, The Awl, The Bold Italic, and Femsplain moved their sites over to Medium.
What to read next
0Spain’s Eldiario.es has 18,000 paying members, and its eye on the next several million
“We have a potential of six million readers. You may not convince all six million people to be your socios, but if you learn more about their interests, you can get closer.”
0The Washington Post is testing out a few new hurdles for non-paying online readers
The Post is now asking readers to submit their email in order to read stories without paying.
0This new collaboration hopes to aid the endless debates about media with some actual hard data
“For a long time, I’ve wanted to try to put more data and quantitative analysis behind some of the claims and questions we ask around underrepresented and misrepresented stories in online spaces.”
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Grist
Newsmax
Bayosphere
Knight Foundation
FiveThirtyEight
Wisconsin Center for Investigative Journalism
Tampa Bay Times
The Boston Globe
Flipboard
Bloomberg Businessweek
Alaska Dispatch
The Philadelphia Inquirer & Daily News