SCMP previously had a digital subscription model for about 10 years, until the company was bought by Alibaba in 2016, and it was decided to make the website freely available.
“The hypothesis was that the world would need to understand China and Asia to understand what was happening in the world,” Lee said, noting that the mission of the 118-year-old South China Morning Post is to lead the global conversation about China.
“In order to open up our journalism, and our editorial product, to the rest of the world, it meant taking down the paywall. So five years ago, we took the paywall down. Eighteen months ago, we reached a point where our reach and distribution very clearly pointed towards the fact that we were no longer just Hong Kong’s English language news source of record, but that we were truly a global news organisation.”
He noted that while SCMP does not reveal their subscription numbers, “what I can say is that in the 18 months that we have had our current subscription service live, we have surpassed the number of subscribers that we had in our almost decade old subscription service.”
Getting people to understand the value of content
Lee said SCMP started their relaunched digital subscriptions with a metered wall to get their readers used to the fact that SCMP was going to be limiting the amount of content they were going to be able to access.
“What we were hoping to find is what is that sweet spot where we can give people just enough that they are effectiv…
Keen to read more? This content is exclusively available to our WAN-IFRA Members. If you believe your company is already a member, or you’d like to join in a personal capacity, please contact email@example.com If you’re a media journalist please reach out to firstname.lastname@example.org
The post How the South China Morning Post is growing digital subscriptions appeared first on WAN-IFRA.
- Stars4Media NEWS: 14 projects selected to explore innovation in European media
- Schwäbisches Tagblatt reaches young and female audiences with a new crime podcast
- WAN-IFRA, GNI offer digital transformation workshops for publishers in Thailand, Pakistan and Bangladesh
- WAN-IFRA strengthens its presence in Spain and Latin America
- Print is back in business: Key message from IPS 2022
- Stars4Media NEWS: 14 projects selected to explore innovation in European media 23. septembra 2022
- Schwäbisches Tagblatt reaches young and female audiences with a new crime podcast 22. septembra 2022
- WAN-IFRA, GNI offer digital transformation workshops for publishers in Thailand, Pakistan and Bangladesh 19. septembra 2022
- WAN-IFRA strengthens its presence in Spain and Latin America 19. septembra 2022
- Print is back in business: Key message from IPS 2022 16. septembra 2022