Make free content sell the value of paid content. But even in these free pages, find a way to let free readers know there’s more to be had, not just elsewhere, but even on those free pages. For example, at WSJ.com, comments can be organized to show only those by paid subscribers, thus eliminating a lot of the idiots who post annoyingly partisan comments or intentionally confrontational stuff. Some people would pay to become a commenter whose comments aren’t automatically marginalized. Others would pay to read only those who are willing to pay that price. Too elitist for you? Um. You’re The New York Times.
It depends on how much one is required to pay, I suppose. But, confession: I’m eager to buy this idea for a dollar. Or whatever it takes to reclaim comments as a real contribution to discourse again, instead of just a 5mph crawl on the Wingnut Memorial Expressway.
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