The great news paywall debate, let's give extra

There's been a lot of buzz and discussion about Johnston Press' decision to make users pay £5 for three months access to a group of titles. If it works, everyone will do it. So, ignoring the 'should they, shouldn't they' debate I've taken a look at what I'd be beavering away doing if I was charging people to access a news website and inspired by Howard from those old Halifax adverts, I'd be giving extra:

Give me a log-in

Basic stuff, give me a username and password and then when I log-in, track what I like. Start to personalise my experience, let me pick what I want to see when I log straight in. I want the sports feed, I don't like politics. I want to see the photo of the day. If you're sticking stuff behind a paywall, make use of the opportunity that brings for giving me the news that I want to see when I log-in. Don't make me click around like a mad man trying to find it.

Send me a weekly digest

I might forget I've paid for your service, I did it, it didn't cost a lot and I've forgotten. Send me a weekly, or if it's a big title a daily digest, of the best content and then I'll be clicking through, using my log-in and feeling sorry for the poor bastard who hasn't bought his subscription. Then he'll buy one so he's not a step behind me anymore.

Give me premium content

Let me press an exclusive red button and get 'extra'. Let me supersize my news coverage, let me get stuck right into the detail of a general election, let me see the extra blog, the extra map, the extra content. Don't let the freeloader see it.

Auto renewal

Once I'm signed up, make it a direct debit. Remember my card details and I won't even remember it's coming out of my account every month, week, quarter or whatever. It's just another one in the list of 'essential services' alongside my broadband, mobile, car insurance etc.

Upsell me

I'm paying already, but what else might I want? Learn what I like and then work with the advertisers/PRs/marketing gurus to give me stuff I want. I'm always reading about travel, maybe I like travelling? Offer me a holiday, a competition, travel stuff. I might just bite. Upsell the service itself, add bolt-ons and upgrades. There's my bog standard access fee and then there's archive access, there's live streaming access, take the McDonalds approach - 'Sir, would you like fries with that?' instead it should be 'Sir, would you like archive access with that? For just 50p extra a month it's all yours'. Remember many 50ps make a bigger amount.

Ask my opinion

I might be commenting on posts, I might not, but if I'm paying for it then there's a good chance I will care about it. Send me surveys, if you're making changes ask me in advance. Get me involved, ask for my ideas - and you'll be surprised what I will come up with.

Show me where the money goes

Charities do this well, they show me that if I pay money, they will build a well in Africa and stop people dying. So, what does my £5 do? Am I helping to shore up local democracy? Am I making sure that the council bigwigs aren't screwing me out of council tax? Tell me stories of what you've done and keep reminding me why this £5 is the best £5 I've ever spent. I didn't buy a foot long Subway, I bought a foot long of local news, information and always being in the know.

There's loads more that could be done, but in true paywall fashion - you'll have to pay me to find out more. The days of 'giving it away for free' are numbered online.