Premium content given a pass at the Globe

Of possible use to publishers who are wrestling with the "free vs. paid" connundrum about their own website content, consider the experience of the Globe and Mail. Last year it launched its Inside Edition, whereby a lot of web content (columnists, financial stuff) was segregated behind a pay wall. Even subscribers to the print product had to pay. And what was the result? According to a recently circulated memo by Globe editor Edward Greenspon, a grand total of about 11,000 people have signed up for the "premium service". That's less than half of one per cent of the Globe's readership. Perhaps all the work on "adding value" is an investment in the future, but for now it looks like a lot of money spent to gain not very much. Plus cheesing off the loyal subscribers to the paper.