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NME.com to Trial Paywall

NME

The last couple of years have seen a few major newspapers and magazines move towards a paywall model, as digital advertising rates continue their slow decline, and NME.com has become the latest to announce just such a trial.

According to a new a report by Music Week, starting with the issue out this Wednesday, NME.com will carry the lead feature article from the magazine, but it will only be available to those who pay for a subscription.

The paywall is trial by publisher IPC to gauge the appetite of NME.com readers for their premium content and the structure of any future paywall.

NME has been struggling to find its place online with the launch of independent music sites like The Line of Best Fit and The 405 offering similar products without the legacy overheads, and music blogs like our sister blog The Blue Walrus among others like Cruel Rhythm and Skeletory from breaking new bands before them.

Print circulation is in a downward spiral, with figures down from 118,257 in 1990 down to 20,011 today, and whilst iPad and Kindle apps provide a good business model for selling premium subscription content, they are still looking to better monetise their website content.

We are big supporters of publishers trying out and investigating new business models online to work alongside digital advertising, but this trial does feel a little like desperation from a media title that the internet has been slowly killing for a decade.

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