Cablevision must have gotten punch drunk with all of the talk coming out of newspapers about going to a subscription model for their online services, because they are going big, really big, with a $260 a year pricing plan for Newsday.com
Those who are not customers of Optimum Online or the newspaper – both owned by Bethpage-based Cablevision Systems Corp. – will have to pay a $5 weekly fee. However, nonpaying customers will have access to some of newsday.com’s information, including the home page, school closings, weather, obituaries, classified and entertainment listings. There also will be some limited access to Newsday stories.
In reality this is a lot of talk about something that will actually have very little impact on revenue because if you are a Newsday subscribers or a Cablevision cable customer you will have access to the Newsday.com site for no extra charge. Given that Newsday is concentrated on Long Island and Cablevision has a virtual lock on that region, what the online pricing plan is doing is not increasing revenue but defending revenue that is under assault by adding the online service as something extra subscribers get.
In the final analysis, this is exactly why it will fail. By creating a pricing plan that defends rather than attacks a market the company is conceding defeat in print and this strategy will have the effect of slowing audience growth online in the one segment that the paper requires, young people. I am willing to give Newsday and Cablevision some credit for being creative with a multichannel strategy that covers TV, print and online, but this pricing plan is a throwback to a subscription model that simply doesn’t work anymore.