Just a little over two years since it was brought in, The Sun’s website is to scrap its paywall.
In an all-staff email, Rebekah Brooks, who was re-appointed as News UK chief executive last month following the departure of Mike Darcey, said that from 30 November 2015 The Sun will be “set free” in the digital world as it looks to deliver “long-term growth” and “drive larger audiences”.
“I recently shared with you the future priorities for the company and am excited today to tell you more about our plans for the first of these: growing The Sun’s audience,” Brooks said on Friday.
“This will mean setting The Sun predominantly free in the digital world from November 30.
“…We believe taking this step will further our prospects for long-term growth, drive larger audiences for our valuable content in the UK and Ireland, and help preserve our ability to create great journalism for our readers for years to come.”
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Sun+ began charging users £2 a week for content in August 2013, but in June of this year opened up its paywall for ‘select’ content after failing to gain traction.
The website has approximately 200,000 paying subscribers and in September attracted 1.1 million unique daily browsers; however, rival Mail Online reported more than 13 million.
In a separate email to staff, Tony Gallagher, The Sun’s editor-in-chief, said: “As Rebekah said, there are many new digital developments in progress at The Sun.
“Whether it be Apple News, Facebook Instant Articles or the success of Club Dream Team, we are pushing ahead with lots of exciting projects that will help us grow our voice in the digital sphere.
“In addition to these, from November 30 we will have one uniform online presence – on website, tablet and smartphone. There will no longer be separate smartphone or tablet apps, although the ‘classic’ pdf app will be retained.
“We have a chance to make our outstanding journalism go further and reach more people than ever before and I know everyone working here will relish that opportunity.”
Last year Darcey criticised the Guardian for offering free access to its online platforms and therefore relying on advertising as the key revenue stream. He said that his approach is now regarded as a sensible and sustainable strategy and that other newsbrands were treading on thin ice with current business models.
At the time, Darcey’s vision was said by many in the industry to be out of touch with the spirit of “openness” that defined the digital age.
