UK publisher Trinity Mirror announced that it is finalising plans for its upcoming paywalls on mirror.co.uk (The Daily Mirror) and sundaymirror.co.uk (The Sunday Mirror), Brand Republic reported today. According to Marketing, the concluded plans will be available by the end of the year.
"Our view is that people will not pay for ubiquitous content that is free elsewhere. But there may be a willingness to pay for unique, high-value content," said Mark Hollinshead, the managing director for the group's nationals, Brand Republic reported.
The Daily mirror's general news will remain free while content from columnists (such as political journalist Paul Routledge or sports writer Oliver Holt) will constitute the paid-for initiative. According to MarketingWeek.co.uk, the publisher will be appealing to loyal audiences through social gaming. Trinity Mirror also has a mobile app for its sports feature Mirror Football, which comes with a £1.19 (US$1.87 or €1.35) download price tag, MarketingWeek.co.uk pointed out.
This week saw the launch of its first fantasy football game "Mirror Football Goals" on social network Facebook. Users have to register on the Mirror Football website, but teams are formed through the Facebook feature. Consequently, traffic goes through Mirror Football as individuals analyze outcomes of actual games and gather data to help them make choices about the fantasy teams. Popular farming app Farmville may have inspired the venture, MarketingWeek.co.uk informed.
"It's also about data. We'll build a profile of our audience over time which we can then segment and target with relevant offers," said Paul Hood, Mirror Group's head of digital, MarketingWeek.co.uk wrote. "We're working hard to understand how we can add value and increase engagement. Gaming is one of the most immersive screen experiences."