News Outlets Use Algorithms to Set Subscriber Prices

News subscribers are increasingly encountering personalized pricing for their subscriptions, with renewal notices explicitly stating that prices are set by algorithms utilizing personal data. One reader of The Wall Street Journal received a renewal email in December indicating a charge of $76.99 every four weeks for a print and digital subscription, totaling $923.88 annually. This price was highlighted in all caps as being "SET BY AN ALGORITHM USING YOUR PERSONAL DATA." For comparison, The Wall Street Journal's website listed a print/digital subscription at $16.25 per week after an initial discount, equating to $845 per year.

A spokesperson for Dow Jones, the parent company of The Wall Street Journal, acknowledged the use of data for marketing, positioning, and pricing of consumer subscription products. The company stated that this practice is conducted responsibly and is guided by robust governance and compliance protocols, with active monitoring by legal, privacy, and compliance stakeholders. This approach aligns with dynamic or algorithmic pricing, a practice common in industries like travel and e-commerce, where prices fluctuate based on user behavior and purchase history.

Similarly, Adam Lisberg, a subscriber to NJ.com, received a renewal notice earlier this month stating his annual subscription cost of $130 was personally determined by an algorithm using his data. NJ.com, owned by Advance Local, advertises annual subscriptions starting at $100 for basic access, with premium subscriptions priced at $200. Lisberg shared his experience on social media, questioning what others were being charged, highlighting the growing awareness and surprise among news consumers about this personalized pricing strategy.