In 2018, NYT tested a new price for their flagship digital news product: $1 per week for a year. After that, it would renew at a higher rate (full price is $17 per month).

Many subscription businesses offer a free tier, or a free or paid trial, to enable consumers to try out the experience before becoming a paid subscriber. A critical factor for subscriptions therefore becomes the conversion rate from the free tier or trial to paid customer.