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The Dallas Morning News Listens To Subscribers: Creates Premium Digital Subscriber Experience (Photo: Business Wire)

The Dallas Morning News announced today it is creating a premium digital experience for subscribers and discontinuing its Subscriber Content strategy (aka paywall). Beginning Oct. 1, content from the Morning News will be accessible to everyone, free of charge.

The Dallas Morning News Listens to Subscribers: Creates Premium Digital Subscriber Experience (Photo ...

The Dallas Morning News Listens to Subscribers: Creates Premium Digital Subscriber Experience (Photo: Business Wire)

Consumers can now opt to pay for their news in a premium digital experience environment that includes enhanced design and navigation, limited advertising, and access to unique subscriber benefits. In general, print and digital subscribers will have access to dallasnews.com/premium with their current subscription. For those without a subscription, the premium digital experience subscription costs $2.99 per week.

“In the first quarter of 2011, we became one of the first daily newspapers to ask consumers to pay for the content we distributed digitally. Now, we are going to experiment with another approach,” said Jim Moroney, CEO and publisher for The Dallas Morning News.

The Morning News recently conducted research with its seven day print subscribers and found that when offered digital access for a price that was 90 percent less than the average print subscription rate, only five percent said they would be willing to give up their seven day print edition for digital access.

“What we concluded from this research,” added Moroney, “was that subscribers were not paying for the content, so much as paying for how they wanted to consume the content we published. They were paying for a print experience. Now, we want to see if there are sufficient consumers who will pay for a premium digital experience.”

“Listening to our subscribers is vital to the success of our daily newspaper and was a major factor when deciding to launch our new premium experience,” said Jason Dyer, chief marketing officer for The Dallas Morning News. “We are dedicated to continually updating and adjusting our digital strategies to give our subscribers what they want.”

Beginning Oct. 1, the Morning News will offer premium users a more visual experience with increased personalization and unparalleled local news content. A new loyalty program will offer subscribers perks, such as tickets to the State Fair of Texas and exclusive access to Morning News events.

“This launch is just the first step in our ongoing effort to bring new experiences to our readers,” added Dyer. “We believe we have just scratched the surface.”

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