The post I wrote for Forbes Wednesday about a major unsolved problem in the news business–the way sites that restrict access to paying subscribers don’t try too hard to accommodate occasional and out-of-town readers–did not suggest a solution itself.
But I have two ideas that I want to outline here, both of which seem doable without requiring a new micropayments infrastructure (please spare me the “Bitcoin will save journalism” takes) or the intervention of a benevolent third party. They just require tweaks to existing paywall models that are already seeing a healthy amount of reinvention.
A regional subscription bundle. This would invert the model of the now-shelved Washington Post digital partner program: The big paper in a region invites its subscribers to pay a small premium for an above-paywall allotment of stories at other, smaller news sites based farther out.
For example, I would be happy to pay another $5 towards my Washington Post subscription if I could read a story or two a week at such Virginia papers as the Richmond Times-Dispatch about issues that affect my end of the state. The regional papers would have to accept giving up the chance to sell me on a subscription (yes, I saw the RTD’s $1/month deal and also noticed that it’s $12/month after that promotional period ends), but they should know from my IP address alone that I’m not a local reader and therefore an unlikely sale.
Access through aggregators. A site that aggregates news coverage in a particular area, and which presumably already pays for subscriptions to sites covering that topic in depth, would invite readers to pay a small fee that covers access to every story to which it links, with the proceeds going to those sites and the aggregator taking its own cut.
Imagine, for instance, that a donation to the Greater Greater Washington blog got you a special feed that included access to every story cited in its Morning Links posts, which often point to paywalled stories at publications like the Washington Business Journal and the Washington Post. This could be a tougher sell–for instance, I doubt the Post would want to cut a deal–but it would offer some upside to both smaller sites like GGW, a non-profit that has had to struggle for funding, and smaller publications like the WBJ.
I would like to think these ideas are nowhere out of whack–publishers certainly seem willing to take less money for the sake of gaining new readers when it’s Apple asking. And yet none of them appears to have implemented these concepts. So am I missing some less-obvious flaws, or is this another case of my industry not missing an opportunity to miss an opportunity?