Reacting to Steve Brill's plan to save newspapers by restoring the pay model online, Rodale vp for online operations Sean Nolan said the magazine publisher is already there, offering the vast majority
of content free on an ad-supported business but charging $20 a month to hardcore users for a deeper dive of its offerings. Because Rodale has never been completely free, it doesnt face the same
problem as newspapers that have to somehow convince customers to start paying for what theyve been getting free online for years. The 'getting the tube back in the toothpaste" problem Brill spoke
about.
