Paying Customers Right This Way, Freeloaders Around Back

The Boston Globe will launch a paid subscription site, BostonGlobe.com, in the second half of 2011 but Boston.com will remain free, to better serve a wide array of consumers and advertisers as part of a two-brand strategy.
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BostonGlobe.com will be a new subscription site that contains all news and feature stories, commentary, analysis, photographs and graphics published in the daily and Sunday newspaper.
“Our research shows that Boston.com currently attracts several different types of users. Some are readers whose main interest is breaking news and things to do, while others want access to the entirety of The Boston Globe,” said Christopher Mayer, publisher of The Boston Globe, and president, New England Media Group.
“These two distinct sites will allow us to serve both types of readers with maximum effectiveness.”

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.