Washington Post Charges An 'Activation' Fee To Let You Pay Them To Get Around Their Paywall

We're still pretty skeptical about paywalls for most newspapers, because they really tend to limit the audience for your offering, and limit people sharing that content as well (which is pretty important for growing your audience these days). But, some newspapers have really embraced them, including the Washington Post, which lately has ramped up its paywall efforts. And, apparently with that, come sneaky fees. First noticed by an editor at the WSJ (another paywall site, though one that has been designed to be much more porous), Tim Hanrahan, it appears that the Washington Post now has an "activation fee" to subscribe to get around the paywall:

Is an "activation fee" new for print @washingtonpost subscriptions? Guessing is a way to deter gaming. pic.twitter.com/REmydIPy2a

- Tim Hanrahan (@TimJHanrahan) August 26, 2016

Of course, we've been reporting on how telcos and broadband providers have made an entire (large!) business out of sneaking in bogus extra fees for well over a decade. As we noted back then, many of these tack-on fees are really so that the service provider can advertise much lower fees than they're actually charging. It certainly feels like misleading advertising, though the FTC doesn't seem that interested in getting involved.

Of course, we also wondered, all the way back in 2004, when these kinds of bogus fees would start spreading to other businesses.

"Perhaps other companies should get into this game as well. Want a pizza pie? It's just $3, but there's a $3.50 "crust fee," a $9.38 "oven fee," a $4.50 "service fee," and a $2.18 "cleanup fee." Plus tax."

Not too many other businesses have gone down that road... but I guess the Washington Post has decided to leap in head first.

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