The Case for Freeing the WSJ Online

Ever the risk-taker, Rupert Murdoch may be planning to gamble the newspaper's significant Web subscription revenues on the growing Internet ad market

For The Wall Street Journal Online, going free will come at a high cost. The daily financial newspaper is one of the few major publications to successfully charge for access to most of its online content, earning roughly $79 a year from each of its nearly 1 million Web subscribers. Once incentives and other free offers are taken into account, some analysts estimate that the paper will bring in more than $65 million this year from WSJ Online subscriptions alone.

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