Murdoch’s News International has unveiled its new model for The Times and The Sunday Times newspapers (www.timesonline.co.uk) newspapers with the launch of a membership scheme that gives readers access to exclusive events and special offers in return for a GBP 50 annual fee, FT reported.

Although Times+ (www.timesplus.co.uk), that is how this initiative is officially called, looks like just another attempt to charge its readers amid weak advertising markets and declines in print circulation, it is far more than that. It’s a strategic shift that builds upon the broader “content is king” strategy. With this initiative, these newspapers are moving away from its traditional model of volume towards developing more direct relationships with its customers based on their interests. The scheme follows on from the papers’ arts and entertainment programme, called Culture+, which now has more than 90,000 members a year after launching. More topics are expected to be added over the next 12 months and could include style or food. To leverage the value of Times+ for offline readership, the service will be free for the more than 150,000 people who subscribe to The Times and The Sunday Times.