The Telegraph has axed its metered paywall and instead launched a new four-tiered, digital subscription service starting from £2 per week – meaning the majority of the newsbrand’s online content is now free to access.
Telegraph Premium’s most basic package will give subscribers access to ‘premium’ online content – from features and opinion pieces to analysis and exclusive interviews – while the most expensive £11 package will add the newspaper in both print and digital forms.
For £6, users will receive the daily digital edition on tablet or smartphone, while £10 will include the print newspaper.
Subscribers will also be able to interact with Telegraph journalists at events, receive an upgraded rewards programme that includes Google Play Music for two months and 52 weeks of free digital access to The Washington Post. Additionally, at launch, new annual subscribers will also receive an Amazon Echo Dot.
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“Premium content embodies our core brand values of perspective, intelligence and progression,” said Robert Bridge, chief customer officer at Telegraph Media Group.
“The launch of Telegraph Premium has significant benefits for all areas of our business. It will drive new subscription revenue and enhance our advertising and commerce offerings by having a permanently free layer of content.”
Chris Evans, editor of The Daily Telegraph, added: “For over 160 years, The Telegraph has always stood for quality journalism and analysis.
“As we move into the future, we will continue to offer a huge range of open, quality content but Telegraph Premium allows us to place a value on some of our most unique, in-depth and insightful journalism, offering compelling analysis from the most authoritative writers.”
Ads will be served on an equal basis for both Premium and open content, giving advertisers access to a bigger Telegraph audience than ever before.
“We will also have a better understanding of our audience, with improved data which gives us an opportunity to build significantly upon our already powerful audience segmentation and targeting capability,” a spokesperson said.
