Paywalls work for papers in small markets with little competition. Otherwise, they're a disaster

Today at our weekly meeting we were joined by Todd Seifert, Managing Editor of The Spectrum.

Todd informed us of the recent changes affecting not only The Spectrum but Newspaper Organizations and Companies all across the State and Nation.

The online paywall model has been a big issue as of late and Todd explained it, using small words so Marge could understand.

The Spectrum's parent Company has been testing the online paywall model in 3 markets for several months, resulting in the following benefits to occur in the St. George, Utah market:

• subscriber growth each week (less Labor Day weekend) and an increase in ad revenue due to lower online traffic. 
• moving to paid has enabled The Spectrum to retain print subscribers since they gain free access to the online content along with those who pay only for online, and/or the E-Edition.

One other benefit is critical, and it's one that many who dismiss the online paywall model often miss: Newspapers that charge for content online will likely be able to retain their paid subscribers longer.

More information about The Spectrum can be obtained by clicking here.

The Spectrum At A Glance

Publisher: Donnie Welch

Managing Editor: Todd Seifert

Founded: 1962

Joined Gannett: 2000

Employees: 137

Circulation: 21,807 (AM); 22,846 (S)

Milestones:

The Spectrum had its beginning in 1963 when Errol Brown started a weekly newspaper, The Tri-State News Advertiser, in Kanab, Utah. About two years after its beginning in Kanab, the newspaper was moved to Hurricane, Utah. In 1970, the Brown family sold the newspaper to Gail Stahle. The name was changed to Southern Utah Free Press. At that time circulation was 10,000, but after four years, grew to 15,000. It was under Stahle's ownership that the newspaper's office was moved to St. George, Utah. In 1976, the weekly publication became a five-day-a-week newspaper - The Daily Spectrum. Thomson Newspapers Inc. purchased The Daily Spectrum in September, 1984. On August 23, 1986, The Spectrum became a seven-day publication. In June, 1994, the name of the paper changed again to The Spectrum. In July of 1997, The Spectrum converted to morning delivery.

In addition to publishing the only daily newspaper between Provo, Utah and Las Vegas, Nevada, The Spectrum produces numerous other products and provides other non-newspaper services. In December of 1995, The Spectrum acquired Preview, the leading monthly real estate publication in the Southern Utah market. In August of 1996, it acquired the Dixie Datebook. In April of 1997, thespectrum.com was launched. In 1999, weekly newspapers in Mesquite, Nev., Desert Valley Times and Desert Echo were purchased and merged into one weekly newspaper. Also in 1999, the St. George Magazine was acquired.