
‘Nudist Welfare Man’s Model Wife Fell for the Chinese Hypnotist From the  Co-op Bacon Factory’ is  my all time favourite 
News of the  World headline.
It lives up to the paper’s famous advertising slogan :  ‘All Human Life is There’ and in popular press parlance is a “Fuck me!  Doris” story – as in husband looks up from his paper and exclaims to his  wife (Doris) at the other end of the breakfast table about the  sensational story he’s reading.  A more up to date FMD story in the
 News  of the World is likely to involve a Premiership footballer snorting  coke with a couple of  X-Factor contestants and a member of  the Royal  family,  all brought together by a fake Arab sheikh.
But the aim is the  same. To astonish and amaze on every page . And the 
News of the World  is very good at it. Look at some of its scoops this year.  Fergie  selling access to Andy, the cricket betting fix scandal,  Wayne Rooney  playing away with prostitutes and boxer Ricky Hatton taking drugs.
When  the then
 NoW editor Andy Coulson gave a rare interview to 
Press Gazette  editor Ian Reeves in April 2005 he picked out the key elements of the  paper. He named them as revelations; investigations; sport; campaigns;  columnists; and politics.
Coulson described sport as: “A central part of  the 
NoW.  We manage to get 24 live pages out with every game covered  into our first edition.”  So why is there so much pessimism about the  Screws coming paywall? Sex and sport is often seen as the driver behind  any new technology, including the internet. And sport is definitely the  driver behind the success of Sky and satellite television in this  country – that’s why football rights cost so much. 
Some pundits have  suggested that News Corp's desire to buy the whole of BSkyB may create  opportunities for bundling multimedia packages for its subscriber base  which could mean readers being offered a 
NoW and Sky Sports deal.  It  has also been argued that paywalls aren’t just about monetising the  internet but a way of building a database of information about  subscribers, including gathering their credit card details. In the case  of the 
NoW that’s access to the readership of the biggest circulation  national Sunday newspaper in the UK.
Would be subscribers to the 
NoW  site are being offered “a bigger, better video player” and the chance to  be “first to see all our agenda- setting exclusives.”  Popular  journalism is constantly changing.  I doubt whether ‘Nudist Welfare  Man’s Model Wife Fell for the Chinese Hypnotist From the Co-op Bacon  Factory’ or another old 
NoW tale: ‘Awful discovery in Drury Lane: child  found pickled in jar’ has much online appeal.
But exclusive shots of  celebs, Royals and the peccadilloes of Premiership stars may well have  potential subscribers reaching for their credit cards.  One thing hasn’t  changed. The 
NoW’s job is to break the big exclusives. If its sex and  sport sensations can’t crack the paywall and pull in the punters then  what hope is there for popular journalism?
- I am away in Prague this week but the above is a piece on the News of the World's paywall I have written for the new TheMediaBriefing website