Ethan Zuckerman, director of the MIT Center for Civic Media has interesting proposition in his post, Members, fans and complementary revenue models for the New York Times:
I suspect the business folks at the Times are operating under the assumption that there are only two places to be on their subscriber/revenue curve – you can be a subscriber and pay $300-800 a year, or you can be an outsider and cover a tiny fraction of your free riding with ad views. But there’s another option: the Times could start thinking of its readers in terms of subscribers, fans and passers-by. The Times won’t monetize passers-by, except through ads – these are folks who stumble onto the site occasionally and may not even realize they are reading Times content. That’s frustrating, but that’s how the web works. And the Times should certainly cultivate subscribers and encourage more fans to become subscribers. But they might do a better job of that by courting their fans, instead of locking them out.
Fans could be encouraged to support content on the Times not through a threat of locking them out, but by encouraging them to support the paper, and especially, the parts of the paper they value the most. When I donate to WNYC, I always take the opportunity to tell WNYC that I’m not a customer of the station as a whole, but of On The Media, my favorite outlet for smart media criticism. I have to think that some Times readers would love the opportunity to give to the paper and say, “Please don’t give this to Maureen Dowd. I’m giving in the hope of more Ta-Nehisi Coates op-eds.”