The Australian dropping its paywall for the first time, opening its site to all readers from March 14 to 15.
“For the first time in 14 years, we’re opening The Australian’s paywall for one weekend – inviting Australians who visit our site and app, and read our newsletters, but aren’t yet subscribers, to sample our latest reporting and archive,” said Nicholas Gray, managing director and publisher.
"With full digital access, new readers can explore everything from the past 20 years of reporting to deep coverage of topics."
The Australian was the first general newspaper in Australia to introduce a digital subscription model. Since launching in October 2011, its digital subscriptions have grown to represent a majority of The Australian’s paid audience and consumer revenue.
A marketing campaign will support the weekend with promotion across digital, print, audio, out-of-home and social channels. Following the free weekend, a special digital subscription offer to The Australian will be available to new subscribers.
“We’re proud to be a subscription product people choose to pay for, and our audience is growing. Our subscribers are highly valuable to us and to our advertising partners, and opportunities like this help us reach younger readers and future leaders,” said Gray.
“As a mature subscription product, we’re exploring new ways to grow, and we’re confident this experience will convert more Australians into long-term subscribers.”
The Australian is the most read national newspaper across print and digital in the country,
consumed by more than 4.9 million Australians every month, up 5 per cent year-on-year.
“This weekend we’re showcasing The Australian’s high-quality journalism – agenda-setting national reporting, hard-hitting investigations and incisive analysis. From politics and business to health, wealth and culture, and with added depth from our partners at The Wall Street Journal and The Times of London, readers will be able to read, watch and listen to the full breadth of our coverage,” said Michelle Gunn, The Australian’s editor-in-chief.
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