which.co.uk - making a success of paid-for online content

Which? is the largest consumer body in the UK, and has been publishing impartial, expert information for more than 50 years to help consumers make informed choices.

Since it launched in November 1996, its website which.co.uk has enjoyed year-on-year growth. It has more than 200,000 subscribers and more than 1.5 million unique users every month - making it one of the most visited magazine websites and a rival to popular daily news websites.

Successful paid for content model

The recent decline in print media sales and advertising revenues has led a number of major news publishers to consider charging for online content. which.co.uk has been successfully charging for access to some of its content since it launched, and despite the current financial climate and increasing competition from free-to-use news and review websites, its subscriber numbers continue to grow.

All visitors to which.co.uk can access expert advice on a wide range of consumer issues – from food to finance and health to holidays – but ‘premium’ content, such as the results of Which?’s in-depth product testing, is typically kept behind the subscription barrier.

As a not-for-profit organisation, Which? has to charge for access to some of its information in order to continue to fund its research and campaigning activity, but the cost of a which.co.uk subscription has remained unchanged for nine years, at £7.75 per month.

Added value

The continued rise in subscribers to which.co.uk suggests that, despite the availability of more free information than ever before, people are willing to pay for information that they value.

which.co.uk listened to its users when it redesigned the site in 2008, and made more of its advice accessible to all visitors, as well as making the site easier to navigate. There are now more ‘first looks’ at the latest products, more video content, interactive calculators and tailored e-alert newsletters to users with an interest in money, technology or cars.

One of the most recent additions to the site is member-generated content. Alongside the in-depth test results provided by Which?’s experts, members can post reviews about their own experience of using products that they own, and find out what other members think of products they’ve bought.

Members of the public have also been invited to nominate their favourite local restaurant for The Good Food Guide Restaurant of the Year award and email their MP on issues that Which? campaigns on.

Information the way people want it

Until recently, Which?’s advice was only available by taking out a subscription to which.co.uk or one of its magazines, but a number of innovations mean that consumers can now access Which? advice in whatever way suits them best.

Instant download reports with the latest in-depth product reviews, Which? Best Buy recommendations and buying advice are available from just 99p, for products including cameras, televisions and laptops.

People who own an iPhone can access camera and headphone reviews wherever they are, by downloading a Which? iPhone application and for those who want their news on the move, there are regular Which? podcasts on money, technology and cars. People can also get all the latest Which? news at Twitter.
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