On Saturday, Elon Musk unveiled a new initiative for the Twitter platform that will allow media publishers to implement a pay-per-article model, enabling users to access individual articles with just one click.
The billionaire entrepreneur stated on Twitter, “This enables users who would not sign up for a monthly subscription to pay a higher per article price for when they want to read an occasional article.” He added, “Should be a major win-win for both media orgs & the public.”
Musk indicated that this feature will be rolled out next month, although he did not offer specific details regarding pricing or the percentage cut Twitter would take from the payments.
This announcement comes at a time when Musk has faced challenges in his efforts to turn Twitter into a profitable entity, amid ongoing controversies surrounding the platform.
Rolling out next month, this platform will allow media publishers to charge users on a per article basis with one click.
This enables users who would not sign up for a monthly subscription to pay a higher per article price for when they want to read an occasional article.…
— Elon Musk (@elonmusk) April 29, 2023
Media organizations have long grappled with developing subscription models that adequately cover their operating expenses, especially as consumers have grown accustomed to free online news.
The implementation of Musk’s plan raises important questions about the viability of the micro-payment system, particularly given the challenges faced by other publishers in this area.
British journalist James Ball pointed out several issues with the micro-payment model in the Columbia Journalism Review, highlighting that many readers tend to navigate away when encountering paywalls. He noted that publishers often prefer to cultivate full-time subscribers, as these relationships generate significantly more advertising revenue compared to single article sales, which typically yield around 20 cents each.
Responses on Twitter revealed additional concerns. Critics argued that the pay-per-article model could lead to an increase in “click bait” content, may disadvantage smaller publishers, and left the profitability of individual authors uncertain.
Conversely, some users responded positively to the announcement. User Greg Autry wrote, “Great idea. As a frequent author in publications like Forbes, Foreign Policy, and Ad Astra I’m often frustrated when my work ends up behind a paywall that my followers aren’t willing to subscribe to. This is the right solution.”
Marketing author Carlos Gil added, “Finally, a pay-per-view for news that won’t make you feel like you’re buying an overpriced stadium beer. Get your articles à la carte and keep your wallet happy.”
