Digital rates have been anchored by gravity since launch amid a race to amass subscribers before the death of print via IrishTimesBiz
How much is too much? For Kevin Doyle, group head of news for Mediahuis Ireland, perceptions of value are still influenced by the only recently ended period of history when Irish newspapers, and others around the world, merrily made their content free online.
“The offers for Irish newspapers online are so cheap, I don’t know how they could be any cheaper, to be honest,” was how Doyle put it. Irish Independent publisher Mediahuis Ireland, meanwhile, has been selling its Premium and Premium Plus subscriptions with a 50 per cent first-year discount, which means they cost €4.99 and €6.99 per month respectively for the first 12 months before reverting to €9.99 and €13.99 per month thereafter.
Above these price points sits publications such as profitable digital news start-up The Currency, which has built up 6,000 subscribers since autumn 2019 and has done so by charging premium rates to a niche business audience, tapping into its demand for in-depth original journalism. News publishers, clearly, are still prioritising the expansion of their nascent subscriber tallies over any attempt to bring prices up. The mortality of print makes this strategy understandable. But in certain quarters of the industry, the heavy discounts have elicited frustration. Former Irish Farmers Journal editor Justin McCarthy told me last month he believed some news publishers were sacrificing long-term revenue by “hugely devaluing” their products.
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