Rupert Murdoch's Pay-to-Read Experiment is Failing

Well, this doesn't bode well for the future of paywalls:

Faced with a collapse in traffic to thetimes.co.uk, some advertisers have simply abandoned the site. Rob Lynam, head of press trading at the media agency MEC, whose clients include Lloyds Banking Group, Orange, Morrisons and Chanel, says, "We are just not advertising on it. If there's no traffic on there, there's no point in advertising on there." Lynam says he has been told by News International insiders that traffic to The Times site has fallen by 90 per cent since the introduction of charges. "That was the same forecast they were giving us prior to registration and the paywall going up, so whether it's a reflection on reality or not, I don't know."

Read the whole thing (for free) at the Independent.

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Derek Thompson is a senior editor at The Atlantic, where he writes about economics, labor markets, and the entertainment business.

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