U.K. newspaper The Sun dropped its paywall in November, and it’s now trying to rebuild its traffic to pre-paywall levels, Jessica Davies reports. To do so, The Sun is focusing on social distribution and organic search, but moving its focus to building traffic is a turnaround in strategy from trying to build a subscriber base. News UK’s chief customer officer Chris Duncan says: “When you come back out into free distribution, you have to totally change things like headlines and style of content, so as to encourage a much broader set of people to remember to come back to your site.”
+ Earlier: One reason The Sun scrapped its paywall is that it was too expensive to acquire new subscribers
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from American Press Institute http://ift.tt/1Mj4zka
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