Paid-for-free papers: the mirage of the hybrid models | Monday Note

More than 56% of the IHT's circulation is free, says, Frédéric Filloux (Schibsted), analysing the free/hybrid model and some key questions it raises:

"How to reach a bigger chunk of high value audiences using the same technique?  “Than can be summed up in one idea”, says Bruno Patino, former CEO of Le Monde Interactive, who likes to pitch the concept of paid-for-free newspapers: “The audience I do want, as a publisher, gets the paper for free; the rest have to pay for it”. […]
"The hybrid model bumps against two limits, though. The first one is the fit of the product to the target audience(s). […] The second limit is the social approach of the news business."

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