We’ve wondered for some time whether the worsening economy and plateauing online ad growth will mean a renaissance for subscription content. Today, an NMA story hears from all manner of media owners on the topic - but emerges with none of the web owners admitting to anything more than considering how to make more money…

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Times Online digital director Zach Leonard, responding to the pay wall rumours put out by some mischievous Telegraph.co.uk editors: “We’re always looking at other options; we know there are absolutely ways to make additional revenue beyond advertising.” But that doesn’t necessarily mean putting all of Times Online behind a pay wall. Bauer, too, is reported by NMA to be “investigating a charging structure” - though a spokeperson also said, “for the time being, our consumer-facing digital brands remain free”.

What’s become clear, of course, is this: you can’t charge readers for content or services they can find for free elsewhere. That’s why WSJ.com, FT.com and a host of premium B2B titles continue to make good money after rejecting 100 percent ad support. FT.com MD Rob Grimshaw couldn’t resist making this point in the NMA story: “In the UK, there’s pressure on (advertising) rates and it will force publishers to think hard and look for alternative ways to make money. If they can’t come up with a viable online model they’re going to find themselves in trouble.”