So Rupert Murdoch finally said it: The Wall Street Journal Online is going free. Here’s the link — and soon you won’t need to curse when you click on it and hit that brick pay wall. (Here‘s the AP version on the Times.)
On WSJ.com, Mr. Murdoch said, “We are studying it and we expect to make [the site] free and, instead of having one million [subscribers], having at least 10 million-15 million in every corner of the earth.” He said he believes that a free model, with its increased readership, will attract “large numbers” of big-spending advertisers.
I’ve argued in favor of dropping the wall. Lest I be accused (again) of wanting content to be free, I’m not saying that. I’m saying it already is. That horse has left the barn and has been running free for a decade. The reality of a networked media ecosystem is that free competition is always a click away. And as classified managers have learned trying to deal with Craigslist, free is damned hard to compete with. It just is.
But I think Murdoch’s move is about more than a business model and ad revenue. It is a shot across the bow of the New York Times. Watch out, neighbors, there’s a shootout in town. And it’s going to be damned fun to watch.