Amidst ongoing financial pressures, CNN has introduced a new strategy to sustain its operations.
Starting Tuesday, the network will begin charging some of its users a monthly fee of $3.99 to access its content. The move is part of their effort to generate a reliable revenue stream to support its journalism around the world.
“Starting today, we are asking users in the United States to pay a small recurring fee for unlimited access to CNN.com’s world-class articles,” announced Alex MacCallum, CNN’s Executive Vice President of Digital Products and Services. The decision, detailed in an internal memo, marks a huge change in how the network plans to support its extensive journalistic efforts.
“Only after users consume a certain number of free articles will they be prompted to subscribe,” explained MacCallum. Subscribers will gain unlimited access to CNN.com’s content and enjoy additional perks such as exclusive election coverage, original documentaries, a curated daily selection of standout journalism, and fewer digital ads. “Over time, we will invest in ways to better meet our users’ needs and expand our aperture to engage and serve new audiences,” MacCallum said in the memo.
The average visitor to CNN’s website, who may only read a few articles a month, will not be prompted to pay at this time. Here’s my full story: https://t.co/fW7PwFHmts pic.twitter.com/dHt3PfcgDS
— Brian Stelter (@brianstelter) October 1, 2024
Under her superior, CEO Mark Thompson, MacCallum, a former stalwart at The New York Times, continues to channel her old Times roots. The Times, often a source of envy in the media world due to its successful business model of converting online readers into paying subscribers, seems to have inspired CNN’s latest strategic pivot.
Over the summer, Thompson outlined this shift in a memo, revealing CNN’s ambition to excel in the digital subscription arena. “CNN will create best-in-class, subscription-ready products that will provide need-to-know news, analysis and context in compelling new formats and experiences, starting with CNN.com’s first subscription product launching before the end of 2024,” he stated. The move raised eyebrows among critics who question whether CNN, with its leaders rooted in NYT traditions, can truly innovate or merely follow the old playbook.
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CNN has been facing the challenge of compensating for declining cable television revenues by developing new digital income streams. In 2022, under its previous management, CNN launched a streaming service called CNN+ to establish direct-to-consumer relationships. However, the timing coincided with a change in corporate ownership to Warner Bros. Discovery, which prioritized cost-cutting, leading to the swift cancellation of CNN+ within weeks of its debut. Now, CNN is focusing on generating subscription revenue through its core offerings, although it will still provide certain content for free, including its homepage, live breaking news stories, standalone video pages, and sponsored articles.
The implementation of paywalls is becoming an increasingly common strategy among news organizations striving to offset declining ad revenue and secure financial stability. As digital media continues to dominate, outlets are finding that the traditional advertising model is no longer sufficient to fund their journalistic endeavors. However, this model also raises accessibility concerns. Paywalls could restrict access to information, particularly for those who cannot afford subscription fees.
