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Case study: The Irish News

The shift in consumer demands has led to newspapers adopting new and innovative digital strategies, with metered paywalls emerging as one of the most preferred business models for publishers.

This transformation is being further driven by print and advertising revenues remaining at a fixed point, leading newspapers to focus on offering exclusive online content to generate new revenues.

With an average daily print circulation of approximately 40,000, the Irish News has seized the opportunity to attract a larger audience with its first venture into paid online content and the launch of a new website.

The Irish News is the first newspaper in Northern Ireland to implement a paywall and its metered model enables non-subscribers to access a number of free articles per month, with subscribers receiving access to print, digital and mobile content. This approach provides the Irish News with deeper insight into its audience; both anonymous and registered.

The Client said:

This project with MPP Global and D-Share firmly sets us forward with our digital strategy. We are proud to be offering our consumers greater access to our site, regardless of their device, with a seamless service to access content.
John Brolly
Marketing Manager, The Irish News