After almost three years of operation as a free news and opinion website offering original content daily, The Hoopla is introducing a subscription model.
On April 7 a new-look (it’s gorgeous!) Hoopla will re-launch, and on April 14 we will introduce accessible and modestly priced subscriptions – from a new, innovative 99c Day Pass and monthly options to a $75-per-year subscription.
CEO of We Magazines (publisher of The Hoopla and Birdee) Ms. Jane Waterhouse said the changes reflect the commercial reality for an independently-owned publishing house in a crowded market.
“The brutal fact is that we can no longer survive on advertising alone. We considered a raft of alternatives: including publishing less frequently; reducing our roster of paid writers; or reproducing cheaper, syndicated content.
“But we know that, as all online entities seek ways to make their sites pay their way, The Hoopla readers adore our original, fearless, independent articles and our unique point of view.
“People are constantly telling us how much they love The Hoopla and our quirky mix of stories – our brave writers, humour and lively conversations.
“Since The Hoopla began in July 2011 we are proud to have published more than 5,000 original articles by some 300 Australian writers. And over 150,000 comments later – and with our readership and comment numbers still growing – we know we have hit a nerve.
“Australians want smart, sassy, independent content and now we are asking them to pay for The Hoopla. We’d like to think we are valued, and even more than that, relied upon, for a different perspective.
Editor-in-Chief, Ms.Wendy Harmer, who co-founded The Hoopla with Jane Waterhouse, said: “We have always considered our readers to be our employers at The Hoopla – we work for them first, second, and third.
“We do love our advertisers, but we wish there were more of them who recognise that our readers, as a legion of mature women (and men) in charge of household or singles’ budgets have money to spend! And not all of them want to buy funeral insurance.
“I won’t bore you will that old comparison that a Hoopla subscription will cost less than a cup of coffee a day…. blah, blah! (BTW. I prefer tea.)
“Instead I’ll bore you with the notion that we will cost less than parking your car…for an hour… in Geelong. (One hour costs $1 at Westfield. Was there just recently.)
“Jane and I, and our fearless investors (Deanne Weir and Cass O’Connor), have put our heart, souls and money into this venture, and our readers have rewarded us with incredible, passionate loyalty.
“I do so hope that those who love and value what The Hoopla brings to the national conversation will see us grow and continue to employ more local writers and journalists.
“See you on the other side!”
The subscription program is:
- The Day Pass – 24 hours on the site for just 99 cents.
- The Monthly – just $9.99.
- The Quarterly – just $29.99.
- The Yearly – just $75 one off (usually $120 -35% discount up until May 11)
Watch the We Magazines management team discuss the changes afoot here: