Are metered paywalls about to become a thing of the past for newspapers?

The past week or two has found me in the midst of a couple really good conversations about newspaper websites, and specifically the use of a metered paywall. I only wish I had the definite answer as to how best to navigate the waters ahead of the newspaper industry in regards to their websites and how much (if any) of the content can be consumed for free.

To me, the answer seems obvious for newspapers such as the Wall Street Journal and New York Times. Their content transcends most local newspapers, and is a destination spot for news consumers across the country and globe. I've already read my WSJ this morning through their very slick app.

But most newspapers and newspaper companies are not playing at the level of those two newspapers. Can the typical newspaper publisher make more money with a wide open website with fresh and innovative content that compliments the printed product, or by making the content a commodity and charging any and all a fee to access?

The answer to this probably varies by market and by newspaper company. Maybe I'm viewing the world like Peter Pan here, but I think innovation and a slick online product can work side by side with the print edition and enhance the overall audience and marketing potential for that local publisher.

In fact, I think there is a greater risk in some markets, if you don't try to go this route. If a newspaper locks down its content, the field is opened up for new voices to come in and steal the audience away and the advertising dollars that follow.

But, it will take an investment by newspaper companies to make this happen.

Sandy MacLeod had a blog post on the INMA.org website about this subject.

http://www.inma.org/blogs/value-content/post.cfm/what-s-next-for-media-paywalls

MacLeod suggests that the era of the paywall might be on its way out. Her post also discusses the amount of money that has been generated for newspaper companies as a result of the recent paywall efforts.

At a time when investment by newspapers to catch up on digital should be happening, they have largely taken the bump in revenue straight to the bottom line. There are newspapers and companies out there that are pushing the digital envelop, and to them I congratulate them. Unfortunately for the industry, too many newspaper companies took the cash for the digital paywall and did not invest nearly enough into their business's future.

Once these one time boosts to profits go, the hunt will again be on to find cash through expense cuts, instead of eventually reaping the benefits of a good investment.