Johnston Press and the plucky pay-wall pilot

According to holdthefrontpage.co.uk, Johnston Press – owner of the Scotsman and Yorkshire Post in the UK – intends to pilot a pay-wall for a small number of its local titles as early as next week.

If that’s the case, then this is one experiment whose outcome will be eagerly anticipated by many media industry watchers.

Media planners, ad agencies and advertisers – in particular – will no doubt watch with baited breath to see if consumers will cough up for content that, until now, had been freely available online or – even more traditionally – from the news-stand,  local newsagent or delivered through the door.

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