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Postmedia promotes paid websites

Toronto-based Postmedia Network has extended its paid-subscription model to all of its daily newspaper websites following a two-year pilot project. Consumers will be able to select from several subscription offers, including a bundle with the print edition, web and mobile access only, a PDF replica of the printed edition, and options for casual or occasional readers. "Newspapers around the world are realizing you can't spend millions of dollars on content and give it away for free," said Paul Godfrey, president and CEO of Postmedia Network. "We believe that readers will choose the best subscription option for them and pay for access as long as we continue to invest in the premium content, insight and commentary they have come to expect from their favourite newspaper brands." The launch of the subscription service is being promoted with a national marketing campaign developed by Us Communications of Toronto. It consists of print, digital and out-of-home ads in all Postmedia markets, as well as television commercials. The creative makes use of copy such as, "In the know, anytime, anywhere with digital access," "More to read, more to see with digital access" and "More with digital access."

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