ESPN The Magazine has begun charging for access to its online content.
The magazine announced on its website that its online version, ESPNTheMag.com was merging with the
The Insider currently has 350,000 paying subscribers, according to executives familiar with the numbers, and its parent site ESPN.com is still free online. Hoenig says that the main part of the strategy is to cut the 2.1 million-circulation magazine's reliance on ads. He also says that a subscribing customer is more valuable to marketers than those who jump from site to site. "There is too much content" for advertisers to monetize, he says. "But there is an audience that is staying here and going to stay engaged."
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