An experimental payment option improves access, financial support for local news

The local news organizations owned by the National Trust for Local News

drive earned revenue to fund their essential journalism. While individual donations and philanthropic partners provide crucial capital, the majority of NTLN’s revenue comes from subscriptions, advertising and other emerging sources. 

That’s why the National Trust invests in teams and technology that experiment with new ways to grow consumer revenue while ensuring the widest possible access to news in the communities it serves. That includes building free products while also offering a variety of options for readers to pay for enhanced access. 

One such experiment is underway at the Maine Trust for Local News, a subsidiary of the National Trust. The team there recently integrated a day pass option to test how it performs for occasional readers of the Maine Trust’s three digital platforms. 

“We’re consistently looking for new ways to engage readers and expand the reach of our journalism, while growing our business,” said Matt Fulton, chief audience officer for the Maine Trust. “Our most recent experimental innovation with the pay-as-you-go option is an expression of our commitment to the accessibility of local news. It’s also a recognition of the benefits of giving people a choice of how they can pay for our journalism.”

While the Maine Trust has enjoyed steady growth in digital subscribers for several years, Fulton’s team was looking for ways to provide access to occasional readers who have the ability to pay. The day pass provides that path – and opens the door to eventually convert those readers into subscribers.

Here’s how it works: Digital readers who aren’t logged in as a subscriber are served a pop-up that includes an option labeled “Read this article without a subscription.” From there, through technology partner Supertab, users can elect to purchase one-hour access for $1, a day pass for $2.50 or one week of access for $5. 

While the traditional business model for newspapers favors recurring commitments from subscribers, the industry must also contend with challenges like diminished traffic referrals from large search and social media platforms. These constant changes amplify the need to establish trust and engagement with casual readers when they land on local news sources.

“It forces us to consider very carefully how we are cultivating relationships with our readers,” said Fulton. “Giving readers choice, control and an experience they can trust is fundamental to that.”

Since a soft launch in mid-September, the Maine Trust has earned more than 2,800 short-term pass customers, with 70 short-term pass users converting to full subscribers. Carolyn Fox, executive editor for the Maine Trust for Local News, said that in 2026 the Maine Trust will ramp up the offering further. Beyond the paywall, the Maine Trust also continues to open access to select articles that serve a pressing public service need. 

“As Maine’s largest news organization with the biggest overall audience, we take seriously our role in providing Mainers crucial information about their towns, state and leaders,” Fox said. “We are in ongoing discussions on how to offer more access to our work. The day pass is a big step forward in that effort.”