How many times has it happened? You’re on your computer, searching for a particular article, a hard-to-find fact, or a story you vaguely remember, and just when you seem to have discovered the exact right thing, a paywall descends. “$1 for Six Months.” “Save 40% on Year 1.” “Here’s Your Premium Digital Offer.” “Already a subscriber?” Hmm, no.
Now you’re faced with that old dilemma: to pay or not to pay. (Yes, you may face this very dilemma reading this story in The Atlantic.) And it’s not even that simple. It’s a monthly or yearly subscription—“Cancel at any time.” Is this article or story or fact important enough for you to pay?
Or do you tell yourself—as the overwhelming number of people do—that you’ll just keep searching and see if you can find it somewhere else for free?
According to the Reuters Institute for the Study of Journalism, more than 75 percent of America’s leading newspapers, magazines, and journals are behind online paywalls. And how do American news consumers react to that? Almost 80 percent of Americans steer around those paywalls and seek out a free option.
Paywalls create a two-tiered system: credible, fact-based information for people who are willing to pay for it, and murkier, less-reliable information for everyone else. Simply put, paywalls get in the way of informing the public, which is the mission of journalism. And they get in the way of the public being informed, which is the foundation of democracy. It is a terrible time for the press to be failing at reaching people, during an election in which democracy is on the line. There’s a simple, temporary solution: Publications should suspend their paywalls for all 2024 election coverage and all information that is beneficial to voters. Democracy does not die in darkness—it dies behind paywalls.
The problem is not just that professionally produced news is behind a wall; the problem is that paywalls increase the proportion of free and easily available stories that are actually filled with misinformation and disinformation. Way back in 1995 (think America Online), the UCLA professor Eugene Volokh predicted that the rise of “cheap speech”—free internet content—would not only democratize mass media by allowing new voices, but also increase the proliferation of misinformation and conspiracy theories, which would then destabilize mass media.
Paul Barrett, the deputy director of the NYU Stern Center for Business and Human Rights and one of the premier scholars on mis- and disinformation, told me he knows of no research on the relationship between paywalls and misinformation. “But it stands to reason,” he said, “that if people seeking news are blocked by the paywalls that are increasingly common on serious professional journalism websites, many of those people are going to turn to less reliable sites where they’re more likely to encounter mis- and disinformation.”
In the pre-internet days, information wasn’t free—it just felt that way. Newsstands were everywhere, and you could buy a paper for a quarter. But that paper wasn’t just for you: After you read it at the coffee shop or on the train, you left it there for the next guy. The same was true for magazines. When I was the editor of Time, the publisher estimated that the “pass-along rate” of every issue was 10 to 15—that is, each magazine we sent out was read not only by the subscriber, but by 10 to 15 other people. In 1992, daily newspapers claimed a combined circulation of some 60 million; by 2022, while the nation had grown, that figure had fallen to 21 million. People want information to be free—and instantly available on their phone.
Barrett is aware that news organizations need revenue, and that almost a third of all U.S. newspapers have stopped publishing over the previous two decades. “It’s understandable that traditional news-gathering businesses are desperate for subscription revenue,” he told me, “but they may be inadvertently boosting the fortunes of fake news operations motivated by an appetite for clicks or an ideological agenda—or a combination of the two.”
Digital-news consumers can be divided into three categories: a small, elite group that pays hundreds to thousands of dollars a year for high-end subscriptions; a slightly larger group of people with one to three news subscriptions; and the roughly 80 percent of Americans who will not or cannot pay for information. Some significant percentage of this latter category are what scholars call “passive” news consumers—people who do not seek out information, but wait for it to come to them, whether from their social feeds, from friends, or from a TV in an airport. Putting reliable information behind paywalls increases the likelihood that passive news consumers will receive bad information.
In the short history of social media, the paywall was an early hurdle to getting good information; now there are newer and more perilous problems. The Wall Street Journal instituted a “hard paywall” in 1996. The Financial Times formally launched one in 2002. Other publications experimented with them, including The New York Times, which established its subscription plan and paywall in 2011. In 2000, I was the editor of Time.com, Time magazine’s website, when these experiments were going on. The axiom then was that “must have” publications like The Wall Street Journal could get away with charging for content, while “nice to have” publications like Time could not. Journalists were told that “information wants to be free.” But the truth was simpler: People wanted free information, and we gave it to them. And they got used to it.
Of course, publications need to cover their costs, and journalists need to be paid. Traditionally, publications had three lines of revenue: subscriptions, advertising, and newsstand sales. Newsstand sales have mostly disappeared. The internet should have been a virtual newsstand, but buying individual issues or articles is almost impossible. The failure to institute a frictionless mechanism for micropayments to purchase news was one of the greatest missteps in the early days of the web. Some publications would still be smart to try it.
I’d argue that paywalls are part of the reason Americans’ trust in media is at an all-time low. Less than a third of Americans in a recent Gallup poll say they have “a fair amount” or a “a great deal” of trust that the news is fair and accurate. A large percentage of these Americans see media as being biased. Well, part of the reason they think media are biased is that most fair, accurate, and unbiased news sits behind a wall. The free stuff needn’t be fair or accurate or unbiased. Disinformationists, conspiracy theorists, and Russian and Chinese troll farms don’t employ fact-checkers and libel lawyers and copy editors.
Part of the problem with the current, free news environment is that the platform companies, which are the largest distributors of free news, have deprioritized news. Meta has long had an uncomfortable relationship with news on Facebook. In the past year, according to CNN, Meta has changed its algorithm in a way that has cost some news outlets 30 to 40 percent of their traffic (and others more). Threads, Meta’s answer to X, is “not going to do anything to encourage” news and politics on the platform, says Adam Mosseri, the executive who oversees it. “My take is, from a platforms’ perspective, any incremental engagement or revenue [news] might drive is not at all worth the scrutiny, negativity (let’s be honest), or integrity risks that come along with them.” The platform companies are not in the news business; they are in the engagement business. News is less engaging than, say, dance shorts or chocolate-chip-cookie recipes—or eye-catching conspiracy theories.
As the platforms have diminished news, they have also weakened their integrity and content-moderation teams, which enforce community standards or terms of service. No major platform permits false advertising, child pornography, hate speech, or speech that leads to violence; the integrity and moderation teams take down such content. A recent paper from Barrett’s team at the NYU Stern Center for Business and Human Rights argues that the greatest tech-related threat in 2024 is not artificial intelligence or foreign election interference, but something more mundane: the retreat from content moderation and the hollowing-out of trust-and-safety units and election-integrity teams. The increase in bad information on the free web puts an even greater burden on fact-based news reporting.
Now AI-created clickbait is also a growing threat. Generative AI’s ability to model, scrape, and even plagiarize real news—and then tailor it to users—is extraordinary. AI clickbait mills, posing as legitimate journalistic organizations, are churning out content that rips off real news and reporting. These plagiarism mills are receiving funding because, well, they’re cheap and profitable. For now, Google’s rankings don’t appear to make a distinction between a news article written by a human being and one written by an AI chatbot. They can, and they should.
The best way to address these challenges is for newsrooms to remove or suspend their paywalls for stories related to the 2024 election. I am mindful of the irony of putting this plea behind The Atlantic’s own paywall, but that’s exactly where the argument should be made. If you’re reading this, you’ve probably paid to support journalism that you think matters in the world. Don’t you want it to be available to others, too, especially those who would not otherwise get to see it?
Emergencies and natural disasters have long prompted papers to suspend their paywalls. When Hurricane Irene hit the New York metropolitan area in 2011, The New York Times made all storm-related coverage freely available. “We are aware of our obligations to our audience and to the public at large when there is a big story that directly impacts such a large portion of people,” a New York Times editor said at the time. In some ways, this creates a philosophical inconsistency. The paywall says, This content is valuable and you have to pay for it. Suspending the paywall in a crisis says, This content is so valuable that you don’t have to pay for it. Similarly, when the coronavirus hit, The Atlantic made its COVID coverage—and its COVID Tracking Project—freely available to all.
During the pandemic, some publications found that suspending their paywall had an effect they had not anticipated: It increased subscriptions. The Seattle Times, the paper of record in a city that was an early epicenter of coronavirus, put all of its COVID-related content outside the paywall and then saw, according to its senior vice president of marketing, Kati Erwert, “a very significant increase in digital subscriptions”—two to three times its previous daily averages. The Philadelphia Inquirer put its COVID content outside its paywall in the spring of 2020 as a public service. And then, according to the paper’s director of special projects, Evan Benn, it saw a “higher than usual number of digital subscription sign-ups.”
The Tampa Bay Times, The Denver Post, and The St. Paul Pioneer Press, in Minnesota, all experienced similar increases, as did papers operated by the Tribune Publishing Company, including the Chicago Tribune and the Hartford Courant. The new subscribers were readers who appreciated the content and the reporting and wanted to support the paper’s efforts, and to make the coverage free for others to read, too.
Good journalism isn’t cheap, but outlets can find creative ways to pay for their reporting on the election. They can enlist foundations or other sponsors to underwrite their work. They can turn to readers who are willing to subscribe, renew their subscriptions, or make added donations to subsidize important coverage during a crucial election. And they can take advantage of the broader audience that unpaywalled stories can reach, using it to generate more advertising revenue—and even more civic-minded subscribers.
The reason papers suspend their paywall in times of crisis is because they understand that the basic and primary mission of the press is to inform and educate the public. This idea goes back to the country’s Founders. The press was protected by the First Amendment so it could provide the information that voters need in a democracy. “Our liberty depends on the freedom of the press,” Thomas Jefferson wrote, “and that cannot be limited without being lost.” Every journalist understands this. There is no story with a larger impact than an election in which the survival of democracy is on the ballot.
I believe it was a mistake to give away journalism for free in the 1990s. Information is not and never has been free. I devoutly believe that news organizations need to survive and figure out a revenue model that allows them to do so. But the most important mission of a news organization is to provide the public with information that allows citizens to make the best decisions in a constitutional democracy. Our government derives its legitimacy from the consent of the governed, and that consent is arrived at through the free flow of information—reliable, fact-based information. To that end, news organizations should put their election content in front of their paywall. The Constitution protects the press so that the press can protect constitutional democracy. Now the press must fulfill its end of the bargain.
