With a new site launching Monday, Rolling Stone will become one of the most prominent magazines to decide that adding a “pay wall" is the best way to make money on the Web.
To many publishers and media analysts, charging for Web access is the fastest way to drive readers to free competition, where advertisers will follow. But even free sites with lots of readers haven't been able to charge the kind of rates for advertising that print still commands. As one of the few major consumer magazines now asking readers for an online fee, Rolling Stone is likely to get a close look from the rest of the industry.
The magazine's revamped home page will remain mostly free. The kind of material that seems to work best on the Web -- quick updates on who's breaking up, slide shows of popular bands on tour -- won't cost readers anything.
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