In further online news . . .

Johnston Press has become the latest company to put all its publications behind a paywall.

But whilst this tactic works for the Wall Street Journal, is it really going to be as successful for the Worksop Guardian?

My guess is: no.

As I’ve said, it is hard to make money directly from content, but there are some exceptions, and the Wall Street Journal is one of them.

That is because it provides specialist information. It targets a certain audience, and gives them in-depth analysis and commentary about the things that will matter to them. It provides quality and detail of information that you CANNOT get anywhere else.

Johnston Press produces newspapers that provide general news for the local area. This is news that can be found in other places, through other papers, BBC local news and radio.

The Wall Street Journal provides information that a lot of people HAVE to have.

Johnston Press provides information for local consumption that you could get elsewhere if it was vitally important.

Essentially, to make money out of putting your content behind a paywall, you need produce information, commentary or analysis that you can’t get anywhere else. And you’ll also need readers as rabid as Twilight fans on a sugar high.