The Sun online to go behind a £2 per week paywall

From 1 August the Sun online is to introduce a £2 per week charge, giving users access to Premier League football highlights, according to various reports.

‘Sun+’ will offer a “compelling, paid-for package across all of our titles, delivering great value for news that is worth paying for,” said Mike Darcey, the chief executive of News International, in an email to staff.

Darcey said the package will also include a “suite of offerings” including seven-day access to the Sun online, via tablet and smartphone apps in a Guardian report.

According to the latest ABC data recording user traffic to newspapers’ online platforms, the Sun saw 1.7 million daily users in March. However, compared to DMGT’s MailOnline, whose free site sees over 7 million unique users a day, it is easy to see Sun online readers migrating say industry experts.

Lord Rothermere, chairman of DMGT, said last month that the MailOnline will remain free, but the media wing of his business is experimenting with ‘freemium’ models with the launch of Daily Mail Plus.

Speaking on behalf of advertisers, Bob Wootton, ISBA’s director of media and advertising, said the paywall strategy could pay off.

“Where ad revenues are concerned, the evidence is that paper pounds are being replaced by digital pennies; so providing free content online simply isn’t proving tenable for many.

“However, the tabloid market is much more price-driven than the ‘qualities’, where readership is more loyal. The same will probably apply online.

“NI’s leveraging of its cross-media assets, adding value to Sun+ with Premier League football highlights, should help it achieve a better return from a diminished circulation.”

The Sun online joins the Times and Sunday Times, both News International newsbrands, in going behind a paywall.