WSJ: More Subscribe After Time Ends Free Web-Site Access (Sub. Req.)

Following Time Inc.'s decision to shut off free access to all of its online properties, Entertainment Weekly published an issue featuring a cover photo of the Dixie Chicks. While all R rated body parts were effectively masked with G rated body parts, the cover sparked a flood of traffic to the magazine's web site. Those who were not already subscribers to the magazine were challenged with a magazine subscription offer before they were able to view the picture and the accompanying article. The challenge turned out to be a win for Entertainment Weekly.

The move to a paid subscription model was an effort by Time Inc. to stem the losses of its online properties. The results have far exceeded the company's expectations, with most sites maintaining traffic levels where levels were predicted to drop by half. For it's part, Entertainment Weekly gained 1,500 new subscribers in a two day period, more than five times the normal daily rate.

Done properly and with compelling content, the online subscription model can work. The early days of the Internet led most to believe all would be free forever. The later days showed, like much in life, little lasts long when it remains free.