News of the World site puts up paywall

News of the World has relaunched as a paid-for site, the third News International title to move to implement a paywall.

The redesigned site features ’exclusive’ news, showbiz and sport, as well as unique videos and pictures, with faster delivery, more content and greater depth, according to an NI statement.

A Quick Flick reader facilitates easy moving from one story to the next. The video content – on which much of the site content hinges – will be delivered through an improved video player. Access to News of the World’s complementary site Fabulous is included.

Access to the NotW site will cost £1 for 24 hours or £1.99 for four weeks.

News International is hoping to entice readers to register by offering £2 free credit, redeemable on the site, which can be spent on two 24-hour passes or unlimited access for the first four weeks for those subscribing.

An iPad app, at a weekly cost of £1.19, is set to follow.

Launch sponsor William Hill, which already has an existing deal with The Sun, will receive majority inventory share and strong brand exposure through creative ad formats and messaging.

According to William Hill Online CEO Henry Birch, the new deal gives the firm a chance to reach and communicate with the NotW online audience. News International head of digital business strategy Martin Corke led the deal.

In July, William Hill renewed its sponsorship of The Sun website for another year. News International Commercial has been looking to ramp up participation and engagement with its football fantasy league, which last year attracted more than 800,000 teams vying for the £1m cash prize.

The Sun’s Bizarre paid-for app launched this week, sponsored by Rimmel. News International said it was looking to attract brands wanting to engage with youth audiences via the app.

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