Source: Search Engine Journal
The Times is inverting the typical paywall strategy by leading with free articles rather than burying them below subscription prompts—a deliberate bet that reader engagement and habit formation matter more than immediate conversion pressure. The strategy treats free content as a distribution engine to build reading habits that convert to paid subscribers at scale. The move reflects a company confident enough in its brand to compete on content quality rather than gate access, directly competing with free platforms like Reddit and X where its competitors are already losing reader attention.