fb

It’s 225 years old and has just given birth to a beautiful newly born one pound baby.

It’s 225 years old and has just given birth to a beautiful newly born one pound baby.

The Times newspaper in the UK is one of the oldest in the world. It was first published in 1785 and for 219 years until 2004 it followed the traditional route of quality journalism delivered via a “broadsheet” newspaper.

In 2004 certain traditionalists were shocked when the newspaper moved to the smaller compact size favoured by the tabloid papers. This move proved to be successful though and the new size appealed to both the younger generation and commuters who no longer had to try to read their paper without upsetting the person next to them.

This was a good example of a successful adjusting of the product component of the marketing mix.

The Times has had one of the better newspaper websites and last week they completed their transition so that their website no longer has any free content. Instead, readers now have to pay £1 to read the online version of the newspaper. The “product” costs the same whether it is a paper version or an electronic version.

From mid June users were asked to register free to read articles but from last week when you clicked through you were greeted with the following:

Reports suggest that since the requirement to register was brought in last month the viewing figures of the website have almost halved.

The requirement to pay for viewing will no doubt cause viewing figures to drop even further.

The paper’s owner, Rupert Murdoch’s News Corp, will be expecting viewing numbers to fall but importantly for them they believe that charging for content will enable them to continue at the forefront of quality journalism.

There are also reports that the Sun and the News of the World, two other UK titles in the News Corp portfolio, will also disappear behind a website paywall. These papers are more “down-market” than the Times so it will be interesting to see how this will work.

The traditional newspaper street vendor’s call of “Read all about it, read all about it” may soon become “Read all about it either in this newspaper or the online version for the same price”. But then again will there be any paper newspapers being sold in a few years or will it all be electronic?

Share this entry

Recent articles

View All Articles
Splashing marmalade all over?
Jul 11, 2024
Title
Splashing marmalade all over?
Excerpt

Imagine walking into a high-end boutique, expecting the usual scents of lavender and bergamot, only to be greeted […]

Miniature Models, Mega Profits…
Jun 30, 2024
Title
Miniature Models, Mega Profits…
Excerpt

Games Workshop, the iconic British company behind the Warhammer universe, recently demonstrated the profound impact of strategic communication […]

Swimming along nicely…
Jun 24, 2024
Title
Swimming along nicely…
Excerpt

Salmon, once a prized catch by skilled fishermen in cold, rushing rivers and coastal waters, has evolved into […]

You or your boss?
Jun 13, 2024
Title
You or your boss?
Excerpt

So, should you do it or should your boss do it? I’m talking about making decisions and the […]

A takeaway or a fakeaway?
Jun 06, 2024
Title
A takeaway or a fakeaway?
Excerpt

In the final run up to your professional exams it’s often a case of cramming your final revision […]

Peloton’s ride from pandemic peak to rental rebounds
May 30, 2024
Title
Peloton’s ride from pandemic peak to rental rebounds
Excerpt

Whilst home exercise bikes can be a great way to get fit, a lot of people who buy […]

Big 4 under the spotlight…
May 22, 2024
Title
Big 4 under the spotlight…
Excerpt

Recent findings have shown that Britain’s audit firms did not raise alarms for three-quarters of the major companies […]

Better than the professionals?
May 13, 2024
Title
Better than the professionals?
Excerpt

The landscape of investing is evolving, with the rise of retail, or “do-it-yourself” (DIY) investors who are achieving […]