The New York Times recently put its digital pay wall in place, permanently putting unlimited free access to the NYT online to a stop. The years of free access for basically everything online that was previously offered to web consumers is quickly coming to an end as more and more organizations begin to privatize their content, saving the best videos, image galleries, and articles for paying subscribers. This model has been proven to work for the Financial Times.com and the Wall St. Journal.com, so its only natural that the NY Times has begun to follow suit. Even though I’m disappointed that I’m going to have to begin paying for online access, I really do think this is a good idea for the journalism industry. The NY Times just put out two new TV commercials to advertise their new pay wall. You can see the new commercials here. I think both of them are well done, but will they really help to bring more subscribers to the Times website?

My gut says that the commercials just don’t matter. If an organization like the Times is choosing to make viewers pay for their services, then people are going to subscribe, no matter what marketing campaign they have. Will the Times lose viewership? Probably. But I feel they will definitely benefit in the end by making their online readers pay for their services. Just like the Financial Times and the Wall Street Journal, NYT readers go to the NYT website because they know that they won’t be able to find the same quality news on any free news website. The NYT provides quality journalism that other news organizations simply can’t match, which has allowed them to continue to be one of the biggest news organizations in the world for over 100 years.

Now I just need to take the plunge and actually make myself pay for the online subscription so I don’t need to keep switching computers every time I want to catch up on world events.