Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
Freeloaders, beware: The Wall Street Journal isn’t letting you read for free in Instapaper now, either
The Wall Street Journal is plugging leaks to its paywall. In addition to experimenting with closing the loophole that lets you copy and paste the headline into Google search for free access, the Journal has also plugged another crack in its wall, Instapaper.
The bookmarking tool lets you save stripped-down versions of articles in your browser or phone to read them later. It’s also been known to a few as a way to save Journal articles in their entirety. The Journal ironically, published an article last year on save-for-later apps saying that if you hit “save” while on the full article, you can save the entire text. Now, when you save Journal articles to Instapaper, though, you only get an excerpt, not the full article.
A Journal rep confirmed it’s been experimenting with a number of different trials to get people to subscribe but wouldn’t elaborate.
As the biggest paywalled publisher, the Journal has been aggressive in trying to protect and grow its subscription revenue, which is core to its business model.
All paywalled publishers have to manage a balancing act between maximizing subscriber revenue and taking advantage of the open Web and social media platforms to expose their content to new audiences. The New York Times, for example, makes it possible to read articles if they’re shared through social media. The bet is that what’s forgone in subscriber revenue can be made up for in advertising. The Journal just seems to be betting on the latter now.
More in Media
Marketers move to bring transparency to creator and influencer fees
What was once a direct handoff now threads through a growing constellation of agencies, platforms, networks, ad tech vendors and assorted brokers, each taking something before the creator gets paid.
Inside The Atlantic’s AI bot blocking strategy
The Atlantic’s CEO explains how it evaluates AI crawlers to block those that bring no traffic or subscribers, and to provide deal leverage.
Media Briefing: Tough market, but Q4 lifts publishers’ hopes for 2026
Publishers report stronger-than-expected Q4 ad spending, with many seeing year-over-year gains.