Almost all Irish newspapers posted largely predictable slides in their circulation figures yesterday, with sales of the Irish Times falling below the psychologically important 100,000 mark.
Interestingly, however, the Times also posted audited figures for some of its digital editions – 2,023 for its online e-paper and 1,687 for subs on what they call “other platforms, such as Kindle” – I assume that’s e-readers as its iPhone and Android apps are currently free.
Some beermat maths: The Kindle edition costs £14.99 (€17.65) a month, the epaper between €13.33 and about €50 a month depending on how you pay. So that comes to somewhere between about €56,000 and €133,000 a month. That leaves the Times some way to go to make up for the missing 6,393 sales (worth about £325,000 a month on cover price alone).
Although Liam Kavanagh, the MD, said he was happy with the print + apps + epaper total, by far the most interesting thing he said yesterday was again raising the prospect of a paywall, “particularly in the context of business coverage and niche content”, at irishtimes.com. That may explain the heavy trailing for their revamped daily business supplement.
I do hope the Irish Times isn’t basing its plans on the success of the Financial Times and Wall Street Journal’s paywalls. I’ve written here before that I don’t think a general interest newspaper can compete with such specialist publications. Irish newspaper executives are almost certainly also looking at the relative success of the New York Times’s paywall (although plummeting advertising revenues take the gloss off that, too).
In the US, Gannett announced yesterday that it was going to put up a metered-use paywall at 80 titles. The company, which owns 200 titles in the UK, claims the US paywalls could increase revenues by $100 million. I’ll believe it when I see it. In London yesterday, News International announced a new “digital pack”, essentially doubling the online price of the Times of London and the Sunday Times. The Times claims 119,255 digital subscribers, but doesn’t break them down between web-only and print subscribers and doesn’t indicate what kind of reader turnover it suffers.
In short, the titles that use or plan to use paywalls are either so specialised, so over-optimistic or so secretive, it is very difficult to extract any meaningful indication of whether such a strategy would work in a market as small as Ireland’s. My suspicion is that it would not.
Publishers need to be made fully aware that paywalls are no panacea – at the Paywall Strategies conference in London yesterday, the Economist’s Audra Martin said it had doubled the content it produced over the past two years.
“Just putting print online was never going to be enough,” she said. “We had to up the amount and frequency we were publishing.”
Although the potential rewards are great – the Economist’s operating profits rose 6 per cent in the first half of 2011 – how many publishers would commit to such a large increase in journalistic output while maintaining its quality?