The Daily Telegraph, Financial Times,Guardian, Independent and Times and their Sunday sister papers, which collectively account for about a fifth of overall newspaper circulation, are all pushing subscriptions, with some success. Between December 2008 and May 2013 the proportion of circulation coming from subscriptions for these papers jumped from 26% to 41%, according to Enders Analysis, a research firm. The Daily Telegraph, which has concentrated on subscriptions for longer than most, is giving away a Kindle, an e-reading device, to people who subscribe for a year. Others are offering heavy discounts off the cover price and “bundling” print and digital editions for a higher charge.
