NI appoints VCCP to refresh pay-wall strategy

News International, which is battling to attract readers to its Times and Sunday Times websites since putting them behind a pay-wall, has appointed VCCP to handle a social media campaign in a bid to build traffic.

Times: has hired VCCP for pay-wall task
Times: has hired VCCP for pay-wall task

The agency won the business without a pitch and will roll out its first project for the company later this year.

The campaign is understood to be based around a social media initiative that helps build up a stronger relationship with internet users who may have previously been sceptical about paying for online content.

NI erected a pay-wall for its Times and Sunday Times websites last month.

However, recent figures from comScore suggest the publisher has lost 1.2 million UK users across the two websites since the pay-wall was introduced. Despite this, NI is reported to be working on plans to put content from its News of the World site behind a pay-wall in October, with The Sun also set to follow suit.

CHI & Partners handles the advertising for The Times and last month launched an integrated campaign to promote the newspaper’s serialisation of Peter Mandelson’s book The Third Man. CHI’s relationship with NI is unaffected by VCCP’s appointment.

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