The Telegraph has rolled out Telegraph Premium, an exclusive paywall that looks to offer perks to its most loyal readers, this will replace it's current metered paywall.
Perhaps hinting at an industry shift, as ad revenues come under threat from adblockers, the publisher will be either completely free (open) or paid-for.
Earlier this year, The Drum’s Ian Burrell spoke to paywall leader The Times, its editor John Witherow touted the Guardian to follow in its lead but if the claim’s accurate, the Telegraph has adopted the paywall first.
Benefits for Premium subscribers include “opportunities to interact with Telegraph journalists at exclusive events and an upgraded rewards programme that includes free Google Play Music for two months, and 52 weeks of free digital access to The Washington Post”. Additionally, new annual subscribers will also receive an Amazon Echo Dot, through which they will be able to use the Telegraph app.
Robert Bridge, chief customer officer at Telegraph Media Group, said: “Premium content embodies our core brand values of perspective, intelligence and progression. The launch of Telegraph Premium has significant benefits for all areas of our business. It will drive new subscription revenue and enhance our advertising and commerce offerings by having a permanently free layer of content.”
Chris Evans, editor of The Daily Telegraph, added: “For over 160 years, The Telegraph has always stood for quality journalism and analysis. As we move into the future, we will continue to offer a huge range of open, quality content but Telegraph Premium allows us to place a value on some of our most unique, in-depth and insightful journalism, offering compelling analysis from the most authoritative writers.”
The future of media paywalls is still very much in flux, earlier this year, the Sun dropped its in pursuit of scale.