WSJ testing closing its Google loophole

The Wall Street Journal is testing a close to the loophole that allows readers to view stories behind its paywall if they insert the headline into Google.

Lucia Moses of Digiday writes, “A Journal spokesperson said the publisher was running a test to see if doing so would entice would-be subscribers to pay up. The rep wouldn’t elaborate on how long and extensive the experiment was and if permanently closing the loophole was a possible outcome.

“‘We are experimenting with a number of different trial mechanics at the moment to provide a better subscription taster for potential new customers,’ the rep said. ‘We are a subscription site and we are always looking at better ways to optimize The Wall Street Journal experience for our members.’

“The Journal has zealously protected its online content behind a paywall because subscription revenue is core to its business model. But as has been pointed out over the years, the Journal also wants its articles to register in Google search, which continues to be a big traffic driver for publishers.”

Read more here.