Pay Wall Push: Why Newspapers Are Hopping Over the Picket Fence

When The Wall Street Journal broke the news that The Washington Post was likely to start charging for online content sometime next year, it should not have come as a surprise, but it did.

The shock had something to do with the certainty that Donald Graham, chairman of the Washington Post Company, has always displayed on the subject. He has long had serious reservations about putting the work of his company’s journalists behind a wall. But now The Post is contemplating a model in which the homepage and section fronts will be free, but the rest will require a subscription, which is a pretty nifty way to allow for snacking while hoping that people stick around to eat. So what changed? Everything and nothing. The Post, give or take elections, is still a regional business. But the newspaper has been working the cost side of the ledger relentlessly and reaching diminishing returns. New revenue had to become part of the picture at some point.