Why The Salt Lake Tribune Is Taking a Risk by Removing Its Paywall Despite Revenue Concerns

The Salt Lake Tribune has made a major shift in its business strategy by removing its paywall and making all of its online journalism free to access. The move comes despite subscriptions previously contributing around one-third of the organisation's revenue, making it one of the biggest financial changes in the newspaper’s recent history.

The Utah-based newspaper, founded more than 150 years ago, transitioned to nonprofit ownership in 2019 after years of financial challenges, cost-cutting measures, and changes to its publishing schedule. Now, the organisation is betting that a membership-driven model can replace traditional subscriptions while expanding access to local news.

CEO and executive editor Lauren Gustus said the decision was driven by concerns that many people either could not afford news subscriptions or were unwilling to pay for access. Instead of restricting content, the newspaper wants to encourage readers to voluntarily support journalism through memberships.

The publication currently operates across multiple platforms, including its website, a twice-weekly print edition, newsletters, an app-based e-edition, and a weekly podcast. In 2024, the organization partnered with technology company Flip-Pay to redesign its revenue model and convert subscriptions into memberships.

Existing subscribers were automatically shifted into membership plans while keeping pricing largely unchanged. Membership tiers now include additional perks such as archive access, exclusive newsletters, event invitations, article commenting, merchandise, and print delivery options.

Like other reader-supported news organisations, the Tribune now displays messages encouraging visitors to contribute financially while keeping content open to everyone. The publication argues that wider access to trustworthy local reporting is increasingly important as reliable information becomes harder to find.