July 12, 2010
So the Times paywall has finally gone up, a month or so beyond the original planned date of introduction. It’s looking fairly slick too, although there have been a few teething issues with their own journalists getting frozen out.
The media & advertising industry have adopted their standard attitude to anything new; an initial flurry of excitement, quickly followed by complete apathy until either:
a) It is proven to be successful in one of a few hundred possible ways, in which case it simply becomes the new normal and no-one questions it (recent examples: anything to do with Twitter; user participation in the news – “record snow here in London, and to prove it here are some of your 44,000 photos of ruddy snowmen”).
b) It doesn’t really work for one of a few hundred possible reasons, in which case it becomes the new Betamax and no-one learns from it (recent examples: CEROS e-mags; Adrian Chiles)
I think media paywalls will eventually fall into category a) – but not in this precise guise.
Newspapers currently cling to a space in our collective heads that they no longer have the wherewithal to occupy. Firstly, scale – we still think of newspapers as categorising people, whether by class or political view (Guardian-reading communist, Sun-reading football hooligan, and so on). But the reality is only 20% of the UK adult population ever read a daily newspaper. To put that in context, more than twice as many people agree that, ‘yes I eat mature cheese regularly’ (a staggering 50% of the country), than do with the statement ‘I rely on a newspaper to keep me informed’.
The Guardian now circulates at almost precisely the same level as Marie Claire magazine. So why do we still treat one as an active political force and the other as passive entertainment? Why isn’t the editor of Women’s Own (with more readers than the Guardian) ever on a panel with Jeremy Paxman?
The other factor at work here is value. The Daily Mail in particular spends large chunks of its sweaty waking existence in attacking the BBC, constantly (jealously?) bemoaning any apparently slipshod use of license fee-payer’s money. And yet by any reasonable calculation you’d have to say that the BBC offers extraordinary value for money at just £142.50 a year – or 40p a day. For that you get everything from iPlayer to the Antiques Roadshow, the Today programme to a re-animated 6 Music. All with the recent added benefit of no Adrian Chiles. Amazing.
It certainly seems better value than the Daily Mail, which if we assume a regular purchase of 3 issues per week plus the Mail on Sunday, adds up to £156 a year. Which seems a lot just to find out the next instalment of Mail’s ongoing mission to categorise every object in the world as either causing or curing cancer, and even more so when you consider that all of their content is available online for free.
And so to paywalls. It may appear from the above that I don’t like newspapers – but actually I love them. I love reading Charlie Brooker & Ben Goldacre in the Guardian, occasionally check out Jeremy Clarkson in the Sunday Times, Oliver Kamm is brilliant in the Times, I like the Telegraph’s editorial leaders & sport coverage, and if I’m ever depressed then Richard Littlejohn never fails to make me feel better about the fact that almost no-one else on Earth is him.
But clearly I can’t/don’t buy every newspaper, and so to suit my snacking approach I just read each individual element, as well as all of those recommended to me by friends or linked in other articles, for free online – whenever I want & not just when some people decide to roll out some dead trees really flat and stamp it on there, early in the morning.
I don’t want to pay £2 per week for the whole of the Times – but I probably would pay £5 per week for a syndicated collection of my choosing; this column from the Guardian, this from the Times, this cartoon from the FT (they have cartoons, right?).
The blanket paywall system is old media thinking applied to new media content.
Sorry for the massive delay in posting. I’d love to be able to say I won’t do it again.