Telegraph introduces ‘Telegraph Premium’ with specially curated, subscriber-only content
The attempt at a premium content service means the newspaper’s metered paywall will be coming down, a strategy tried at several US papers with very limited success
The UK daily The Telegraph has unveiled a new premium subscription service called, you guessed it, Telegraph Premium.
The new service costs between £2 and £6 a week and means the end of the paper’s metered paywall. Readers can also register with the paper and receive one premium article per week. The difference in the price levels is that at the higher level, £6 a week, one gets access to the daily digital edition for smartphones and tablets. At both levels one gets access to the digital edition of The Washington Post. Another enticement is that at both paid levels one gets Telegraph Rewards which includes free Google Music.
“Premium content embodies our core brand values of perspective, intelligence and progression,” Robert Bridge, chief customer officer at Telegraph Media Group, said. “The launch of Telegraph Premium has significant benefits for all areas of our business. It will drive new subscription revenue and enhance our advertising and commerce offerings by having a permanently free layer of content.”
“As we move into the future, we will continue to offer a huge range of open, quality content but Telegraph Premium allows us to place a value on some of our most unique, in-depth and insightful journalism, offering compelling analysis from the most authoritative writers,” Chris Evans, editor of The Daily Telegraph, said.
The idea of charging for premium content has been tried elsewhere, it should be said, and rejected. Specifically, the Chicago Tribune went with a premium model, but dumped it for a metered paywall. The NYT has its own premium service, NYT Insider, which is hardly setting the world on fire.
But The Telegraph is loading up its offering, so maybe they will have more success than others have.
In August of this year, Sir David and Frederick Barclay, owners of Telegraph Media Group Limited, said they rejected inquiries from two potential buyers and insisted that they have no plans to sell the paper. Last year the company made an operating profit of £51 million, thanks to cost controls.