Time Inc. is rolling out a digital paid content strategy beginning with Entertainment Weekly.
According to the New York-based publisher, the goal is to gain greater insight into the digital preferences of its audiences and to grow another stream of revenue.
Following EW’s Web site, the program will be rolled out to other titles, including Health, People, Money, Real Simple and Time later this summer.
EW subscribers will still have unlimited access to content on all platforms, but those who are not subscribers will only have free access to a defined number of stories or videos. The company said it will offer a variety of paid options, including a monthly unlimited Web access pass, an all-access bundle to print and digital, newsletters and new fee-based apps.
“Deepening our relationships with digital audiences who value our premium content is of paramount importance to us,” said Time Inc. chief executive officer Joe Ripp. “It enables us to better identify and understand the changing needs of our audiences and provide greater value by introducing targeted products and services.”
Time Inc. executive vice president of consumer marketing and revenue Lynne Biggar said: “Our paid content strategies need to be flexible and able to adjust to the rapidly evolving needs and expectations of our consumers. We have a comprehensive testing strategy and look forward to learning with our consumers.”