The Miami Herald has suspended its program that encouraged readers to voluntarily make donations to read its on-line content, as opposed to having a hard subscription price.

If you value The Miami Herald’s local news reporting and investigations, but prefer the convenience of the Internet, please consider a voluntary payment for the web news that matters to you,” the now-defunct donation page read.

One could, if one were so predisposed,  consider this a wonderful milestone for the Herald.  Perhaps, we shall assume in this vein, the Herald has achieved such a state of financial self-sufficiency that online subscriptions — begged for or otherwise — are no longer needed for the financial integrity of the paper.

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Our first clue comes from early reactions to the program shortly after its launch:  ”They’ve also provoked an array of reactions, here and across the country, since this has drawn attention as the first effort of its kind.”  An “array” – a collection, joined perhaps merely by the fact at whom they were directed.

One can feel the “array” in its full glory:  ”Are you clowns serious?”  ”Here’s two cents.”  ”Here’s my nickel.”  ”I just got done reading your rag.  I’ll be sending an invoice shortly.”  The ending of the program was likewise marked by weasel words.  Wrote editor Anders Gyllenhaal:

The project taught us a lot about online reactions, but it’s unlikely to be an important part of our approach going forward. We thank the many readers who sent in contributions, suggestions and ideas as a part of this project.

I am certain that the online reactions were instructive.  I am equally certain that the suggestions and ideas, if acted upon, included some which may be considered illegal in most developed countries.

When a newspaper stops a revenue source, it is safe to assume that the cost of the revenue exceeded all other measures.

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One more step towards the too-often-delayed demise of another member of the Old Media.