No, both of you miss the point. Rupert wants an audience. That is why he bought myspace. He talks about loyalty, but no so much that people are loyal to the new

No, both of you miss the point. Rupert wants an audience. That is why he bought myspace. He talks about loyalty, but no so much that people are loyal to the newspaper, but he wants someone to stay on his properties the same way that when you buy a newspaper, you'd pour through every page. By simply making content premium, cognitively the reader is going to value the content more, thus making the reader stay longer. You see this with biz opp ebooks etc. Most information is freely available elsewhere, but the ones that get read are the ones people actually paid something for.