I'll chip in with an idea or two, even though I wasn't prompted. Advertisers want customers who opt in and are loyal to the product (paper) or to the advertisements. Not sure if Daily Herald has a Sunday Select product, but offer Sunday Select product. Quick lesson for others: Sunday Select is a free subscription to just receive advertising inserts. The advertisers take on the second largest cost, paper, and will pay a rate competitive (in some cases better) than normal newspaper advertising. Its a growing trend in newspapers as they have the existing infrastructure to deliver the content that advertisers don't. You could even possibly tie access to online content with this although you have to be careful the motivation is for the ads and not the online content. Also you can't marginalize paying customers. Even just making a free subscription to view certain content online would be a positive to retailers because someone seeking out a site specifically is a better bet for marketers than someone who followed the link from NSBB and has no loyalty to that publication. This would take some innovation and investment with the different tech aspects, but could yield a stronger value to advertisers. And the simplest fix is to just let paper subscribers get online access for free. If I was paying for the Daily Herald and they told me I couldn't get it online as well without further charges, I'd drop them. Whatever cost it takes to run the website is not worth the circulation losses they'll suffer from people who would have the same mindset as me. Also having certain pay/free content. Maybe some people will pay a smaller fee for special articles, but not for Bruce's daily write ups and blogs. But if you get them hooked on Bruces blogs on a daily basis and then periodically offer pay-only content that is more in depth someone may take the plunge. Just some ideas. I don't work on the newspaper side, but just looking at it from what advertisers look for and how to leverage your products to maximize that since that is a bulk of the revenue.