I have active subscriptions with about a half-dozen different news & finance sites along with about a half dozen software tools, but sometimes using a VPN or web proxy across different web browsers makes logging in to all of them & clearing cookies for some paywall sites a real pain.
If you don’t subscribe to any outlets then subscribing to an aggregator like Apple News+ can make a lot of sense, but it is very easy to end up with dozens of forgotten subscriptions.
Subscription fatigue is turning into subscription stress. Something alarming, guilt inducing about having 40+ reoccurring charges each month. Financial death by a thousand cuts.— Tom Goodwin (@tomfgoodwin) January 28, 2020
Winner-take-most Market Stratification
The news business is coming to resemble other tech-enabled businesses where a winner takes most. The New York Times stock, for instance, is trading at 15 year highs & they recently announced they are raising subscription prices:
The New York Times is raising the price of its digital subscription for the first time, from $15 every four weeks to $17 — from about $195 to $221 a year.
With a Trump re-election all but assured after the Russsia, Russia, Russia garbage, the party-line impeachment (less private equity plunderer Mitt Romney) & the ridiculous Iowa primary, many NYT readers will pledge their #NeverTrumpTwice dollars with the New York Times.
If you think politics looks ridiculous today, wait until you see some of the China-related ads in a half-year as the 2019 novel coronavirus spreads around the world.
Police in Central China’s Wuhan arrested 8 people spreading rumors about local outbreak of unidentifiable #pneumonia. Previous online posts said it was SARS. https://t.co/oVpk4EIYM7 pic.twitter.com/JXbK9pmq8v— Global Times (@globaltimesnews) January 1, 2020
Arresting a doctor who warned about the outbreak doesn’t have good optics, particularly after hundreds of other deaths piled up from it & when he later died from from the virus.
The optics keep getting worse.
How does a broad-based news site compete with the user generated Tweets in such a zone?
WATCH: Chinese authorities are now WELDING DOORS SHUT to whole apartment buildings, as well as residents inside – to impose #Coronavirus quarantine. #Wuhan pic.twitter.com/feclKG90pC— AS-Source News (@ASBreakingNews) February 8, 2020
And any widely known individual journalist who builds a large audience might get disappeared.
Twitter recently surpassed $1 billion in quarterly revenues, but time spent on Twitter is time not spent on other news websites.
Outside of a few core winners, the news business online has been so brutal that even Warren Buffett is now a seller. As the economics get uglier news sites get more extreme with ad placements, user data sales, and pushing subscriptions. Some of these aggressive monetization efforts make otherwise respectable news outlets look like part of a very downmarket subset of the web.
Users Fight Back
Users have thus adopted to blocking ads & are also starting to ramp up blocking paywall notifications.
- Some of the most popular browser extensions are ad blockers & tracking blockers like Adblock Plus, Ghostery & Privacy Badger.
- Apple has made tracking their users across sites harder with their Intelligent Tracking Prevention, causing iPhone ad rates to plummet: “The allure of a Safari user in an auction has plummeted,” Rubicon Project CEO Michael Barrett told the publication. “There’s no easy ability to ID a user.”
- The Opera web browser comes with an ad blocker baked in.
- Mozilla is also pushing to protect user privacy in Firefox.
- Google recently announced they will stop supporting third party cookies in Chrome in the next couple years. Those who invested into adopting AMP will have to invest into making yet more technical changes to manage paywalls on AMP pages.
Each additional layer of technological complexity is another cost center publishers have to fund, often through making the user experience of their sites worse, which in turn makes their own sites less differentiated & inferior to the copies they have left across the web (via AMP, via Facebook Instant Articles, syndication in Apple News or on various portal sites like MSN or Yahoo!).
A Web Browser For Every Season
Google Chrome is spyware, so I won’t recommend installing that.
Not good enough for you? Not a direct enough corollary? How about this?Also out today: https://t.co/6dUWCCEyii Google has a backdoor to track individual Chrome users by installation ID.Even GG’s denial admits pieces of the same complaints y’all had about Jumpshot last week! pic.twitter.com/Km2mQfOgbJ— Rand Fishkin (@randfish) February 4, 2020
Here Google’s official guide on how to remove the spyware.
The easiest & most basic solution which works across many sites using metered paywalls is to have multiple web browsers installed on your computer. Have a couple browsers which are used exclusively for reading news articles when they won’t show up in your main browser & set those web browsers to delete cookies on close. Or open the browsers in private mode and search for the URL of the page from Google to see if that allows access.
- If you like Firefox there are other iterations from other players like Pale Moon, Comodo IceDragon or Waterfox using their core.
- If you like Google Chrome then Chromium is the parallel version of it without the spyware baked in. The Chromium project is also the underlying source used to build about a dozen other web browsers including: Opera, Vivaldi, Brave, Cilqz, Blisk, Comodo Dragon, SRWare Iron, Yandex Browser & many others. Even Microsoft recently switched their Edge browser to being powered by the Chromium project. The browsers based on the Chromium store allow you to install extensions from the Chrome web store.
- Some web browsers monetize users by setting affiliate links on the home screen and/or by selling the default search engine recommendation. You can change those once and they’ll typically stick with whatever settings you use.
- For some browsers I use for regular day to day web use I set them up to continue session on restart, and I have a session manager plugin like this one for Firefox or this one for Chromium-based browsers. For browsers which are used exclusively for reading paywall blocked articles I set them up to clear cookies on restart.
There are a couple solid web browser plugins built specifically for bypassing paywalls.
Unpaywall is an open database of around 25,000,000 free scholarly articles. They provide extensions for Firefox and Chromium based web browsers on their website.
There is also one for news publications called bypass paywalls.
- Mozilla Firefox: To install the Firefox version go here.
- Chrome-like web browsers: To install the Chrome version of the extension in Opera or Chromium or Microsoft Edge you can download the extension here, enter developer mode inside the extensions area of your web browser & install extension. To turn developer mode on, open up the drop down menu for the browser, click on extensions to go to the extension management area, and then slide the “Developer mode” button to the right so it is blue.
If you travel internationally some websites like YouTube or Twitter or news sites will have portions of their content restricted to only showing in some geographic regions. This can be especially true for new sports content and some music.
These can be bypassed by using a VPN service like NordVPN, ExpressVPN, Witopia or IPVanish. Some VPN providers also sell pre-configured routers. If you buy a pre-configured router you can use an ethernet switch or wifi to switch back and forth between the regular router and the VPN router.
You can also buy web proxies & enter them into the Foxy Proxy web browser extension (Firefox or Chromium-compatible) with different browsers set to default to different country locations, making it easier to see what the search results show in different countries & cities quickly.
If you use a variety of web proxies you can configure some of them to work automatically in an open source rank tracking tool like Serposcope.
The Future of Journalism
I think the future of news is going to be a lot more sites like Ben Thompson’s Stratechery or Jessica Lessin’s TheInformation & far fewer broad/horizontal news organizations. Things are moving toward the 1,000 true fans or perhaps 100 true fans model:
This represents a move away from the traditional donation model—in which users pay to benefit the creator—to a value model, in which users are willing to pay more for something that benefits themselves. What was traditionally dubbed “self-help” now exists under the umbrella of “wellness.” People are willing to pay more for exclusive, ROI-positive services that are constructive in their lives, whether it’s related to health, finances, education, or work. In the offline world, people are accustomed to hiring experts across verticals
A friend of mine named Terry Godier launched a conversion-oriented email newsletter named Conversion Gold which has done quite well right out of the gate, leading him to launch IndieMailer, a community for paid newsletter creators.
The model which seems to be working well for those sorts of news sites is…
- stick to a tight topic range
- publish regularly at a somewhat decent frequency like daily or weekly, though have a strong preference to quality & originality over quantity
- have a single author or a small core team which does most the writing and expand editorial hiring slowly
- offer original insights & much more depth of coverage than you would typically find in the mainstream news
- Rely on WordPress or a low-cost CMS & billing technology partner like Substack, Memberful, sell on a marketplace like Udemy, Podia or Teachable, or if they have a bit more technical chops they can install aMember on their own server. One of the biggest mistakes I made when I opened up a membership site about a decade back was hand rolling custom code for memberhsip management. At one point we shut down the membership site for a while in order to allow us to rip out all that custom code & replace it with aMember.
- Accept user comments on pieces or integrate a user forum using something like Discord on a subdomain or a custom Slack channel. Highlight or feature the best comments. Update readers to new features via email.
- Invest much more into obtaining unique data & sources to deliver new insights without spending aggressively to syndicate onto other platforms using graphical content layouts which would require significant design, maintenance & updating expenses
- Heavily differentiate your perspective from other sources
- maintain a low technological maintenance overhead
- low cost monthly subscription with a solid discount for annual pre-payment
- instead of using a metered paywall, set some content to require payment to read & periodically publish full-feature free content (perhaps weekly) to keep up awareness of the offering in the broader public to help offset churn.
Some also work across multiple formats with complimentary offerings. The Ringer has done well with podcasts & Stratechery also has the Exponent podcast.
There are a number of other successful online-only news subscription sites like TheAthletic & Bill Bishop’s Sinocism newsletter about China, but I haven’t subscribed to them yet. Many people support a wide range of projects on platforms like Patreon & sites like MasterClass with an all-you-can-eat subscription will also make paying for online content far more common..
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