For the first time since launching its digital subscription model more than a decade ago, The Australian will remove its paywall for a full weekend, giving readers free access to its entire digital offering.
Across March 14–15, non-subscribers will be able to read the publication’s journalism without paying, including archives and content from international partners such as The Wall Street Journal and The Times.
The initiative marks the first time the News Corp-owned publication has opened its paywall since introducing digital subscriptions in 2011. The Australian was the first general newspaper in Australia to introduce a digital subscription model, and since launching it, digital subscriptions have grown to represent the majority of the masthead’s paid audience and consumer revenue.
Editor-in-chief Michelle Gunn said the free weekend is intended to showcase the publication’s journalism to a wider audience.
“This weekend we’re showcasing The Australian’s high-quality journalism – agenda-setting national reporting, hard-hitting investigations and incisive analysis,” Gunn said.
“From politics and business to health, wealth and culture, and with added depth from our partners at The Wall Street Journal and The Times of London, readers will be able to read, watch and listen to the full breadth of our coverage.”
The move is also designed to give non-subscribers the opportunity to explore the masthead’s content and archive.
Managing director and publisher Nicholas Gray said the weekend would allow readers who visit the publication’s digital platforms but are not subscribers to sample its reporting.
“For the first time in 14 years, we’re opening The Australian’s paywall for one weekend – inviting Australians who visit our site and app, and read our newsletters, but aren’t yet subscribers, to sample our latest reporting and archive,” Gray said.
“With full digital access, new readers can explore everything from the past 20 years of reporting to deep coverage of topics such as health, wealth or culture.”
Gray added that the initiative forms part of broader efforts to grow the publication’s readership and introduce new audiences to its subscription product.
“We’re proud to be a subscription product people choose to pay for, and our audience is growing,” he said.
“Our subscribers are highly valuable to us and to our advertising partners, and opportunities like this help us reach younger readers and future leaders. As a mature subscription product, we’re exploring new ways to grow, and we’re confident this experience will convert more Australians into long-term subscribers.”
The free-access weekend is unusual for The Australian, which has maintained a strict paywall since introducing its subscription model in 2011.
The publication said a marketing campaign will support the initiative, with promotion across digital, print, audio, out-of-home and social channels.
Following the free weekend, a special digital subscription offer will be made available to new subscribers.
