In June 2012, the Sunday Times did away with its free online content model, and has replaced it with paid-for digital alternatives. According to the company, this is a sound strategy that is working for the publisher.
Derek Abdinor, the general manager at Avusa Media Live, said that the process of blocking the Sunday Times content has been “effected smoothly”.
Abdinor said that he is not certain about the impact on print circulation numbers, but that it was never the objective to boost the print edition of the Sunday Times through this decision.
“The decision to block the content is in line with group business strategy to not give away product for free,” explained Abdinor. “As that is a sound strategy, the decision to execute by blocking the content was good.”
Abdinor said that the Sunday Times e-edition has grown significantly, and that their “Editors Choice app” is gaining good traction in the market.
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