How The Sunday Times Recruits New Readers Beyond its Paywall

The Times has no plans for relaxing its paywall. But that doesn’t stop the publisher from recognizing the need to experiment with reaching beyond its subscription audiences.

“The Baby Boomers are still pretty wedded to print as a format,” said Eleanor Mills, editorial director of The Sunday Times, the publisher’s Sunday edition. “But we have an egalitarian policy — we don’t mind if they read it in the dead-tree format or if they read it online, because we charge them the same amount of money.”

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