The Dallas Morning News Abandons its “Premium Experience” Strategy

By: Joshua Benton | Nieman Journalism Lab

In yesterday’s paper, The Dallas Morning News announced it was ending its experiment with a “premium” site. We wrote about it back in October, when it launched. (The premium strategy replaced a more traditional paywall, albeit one that had hard categories of free vs. paid stories, not the metered approach most American dailies have taken. And to get my disclosure out of the way, I worked at the Morning News for eight years and root for it still.)

The idea was that, rather than shut a lot of good content off from the free web, maybe you could create digital revenue by creating a “premium” experience — a nicer look, getting rid of ads — and charging people 12 bucks a month to access it. As the DMN story notes, the premium experience was also “launched with promises of personalization and loyalty programs to come later,” which never really materialized.

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