It’s about print. Consider this:
The price of a print subscription to The News, which will include full access to the enhanced digital and mobile platforms as well as the traditional newspaper, rose to $33.95 per month as of Jan. 1, up from $30.
That’s $407.40 a year. Now consider this:
The comprehensive digital package only — including the electronic edition of The News and subscriber content on dallasnews.com, iPad and iPhone applications, but excluding the print newspaper — will cost $16.95 per month.
That’s $203.40 a year for content that “will include proprietary news and information produced by The News.” Do you see anyone buying this? Neither do I.
But I do see it as a way of forcing people who want news about Dallas to buy a print subscription. Right now, 1.9 million unique visitors go to the News site each month. IfÂ five percent of those people are passionate enough about receiving their news that they convert to a print subscription, the News daily circulation would increase by almost 37 percent — and a very profitable 37 percent.
By itself, the digital strategy makes no sense. But in context of the larger operation, it makes very good sense. I think. At the moment. Maybe. Don’t quote me.