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Dallas Morning News Creates Digital Subscriber Experience

The Dallas Morning News announced Monday it is creating a premium digital experience for subscribers and discontinuing its Subscriber Content strategy (aka paywall).

Beginning today, Oct. 1, content from the Morning News will be accessible to everyone, free of charge.

Consumers can now opt to pay for their news in a premium digital experience environment that includes enhanced design and navigation, limited advertising, and access to unique subscriber benefits.

In general, print and digital subscribers will have access to dallasnews.com/premium with their current subscription. For those without a subscription, the premium digital experience subscription costs $2.99 per week.

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“In the first quarter of 2011, we became one of the first daily newspapers to ask consumers to pay for the content we distributed digitally. Now, we are going to experiment with another approach,” said Jim Moroney, CEO and publisher for The Dallas Morning News.

The Morning News recently conducted research with its seven day print subscribers and found that when offered digital access for a price that was 90 percent less than the average print subscription rate, only five percent said they would be willing to give up their seven day print edition for digital access.

A new loyalty program will offer subscribers perks, such as tickets to the State Fair of Texas and exclusive access to Morning News events.

Established in 1885, The Dallas Morning News is Texas’ leading newspaper and the flagship newspaper subsidiary of A. H. Belo Corporation.

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