The Maine Trust for Local News, a subsidiary of the National Trust for Local News (NTLN), operates three digital news platforms serving communities across Maine. As one of the state’s largest news organizations, Maine Trust plays a critical role in delivering trusted local journalism while sustaining its operations through reader revenue.

Like many local publishers, Maine Trust relies primarily on subscriptions, advertising, and emerging consumer revenue streams to fund its reporting. At the same time, it is committed to broadening access and strengthening long-term reader relationships.

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The Challenge: Balancing Accessibility with Sustainable Revenue

Maine Trust had seen steady growth in digital subscriptions, but leadership recognized a gap: occasional readers who valued the journalism but were not ready to commit to a recurring subscription.

The traditional subscription model works well for loyal readers. However, it can create friction for casual visitors who arrive via search or social referrals and only want short-term access. With declining traffic from major platforms and increasing competition for attention, Maine Trust needed a way to engage these readers without undermining its core subscription business.

The team wanted to test a model that would:

• Give occasional readers more choice and control
• Capture revenue from users unwilling to subscribe
• Create a pathway to convert short-term users into long-term subscribers

The Solution: Introducing Flexible Time-Based Access with Supertab

Through a direct integration with Supertab, Maine Trust introduced short-term access passes across its digital platforms.

When non-subscribers encounter the paywall, they are presented with an additional option: “Read this article without a subscription.” From there, readers can choose:

• One-hour access for $1
• One-day access for $2.50
• One-week access for $5

The integration required no disruption to the existing subscription infrastructure. Supertab’s pay-as-you-go model enabled Maine Trust to layer time-based access alongside traditional subscriptions, offering flexibility without complexity.

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Our most recent experimental innovation with the pay-as-you-go option is an expression of our commitment to the accessibility of local news. It’s also a recognition of the benefits of giving people a choice of how they can pay for our journalism.

Matt Fulton, Chief Audience Officer, Maine Trust 

The Results: Early Momentum and Meaningful Conversions

Since its soft launch, Maine Trust has generated encouraging early traction:

• More than 2,800 short-term pass customers
• 70 short-term pass users converted into full digital subscribers
• Growing adoption across occasional reader segments

The conversion of pass purchasers into subscribers demonstrates that time-based access does more than generate incremental revenue. It acts as a low-friction on-ramp to long-term relationships.

By allowing readers to experience full access before committing, Maine Trust is effectively using pay-as-you-go as a trust-building mechanism - one that complements, rather than replaces, subscriptions.

Why Supertab Made the Difference

For local news organizations, revenue growth and public service are deeply intertwined. Maine Trust’s mission requires both sustainable funding and broad access to critical information.

Supertab enabled Maine Trust to:

• Lower the barrier to paid engagement
• Monetize casual traffic that would otherwise churn
• Create a flexible, user-centric payment option aligned with modern reader behavior

In an environment where publishers must carefully cultivate reader relationships, offering choice and transparency strengthens trust. Time-based access gives readers control while preserving the long-term value of subscriptions.

Ready to Expand Access and Grow Revenue?

Supertab helps publishers unlock new revenue streams by bridging the gap between free access and full subscriptions. By empowering readers with flexible, pay-as-you-go options, local news organizations can increase accessibility, build trust, and convert new audiences into long-term supporters.

‍Discover how Supertab can help your newsroom balance reach and revenue.