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2 OUTED AS JOURNALISM ON-LINE AFFILIATES.

Despite a reluctance to name any of its 500-plus signers of letters of intent, Journalism On-line -- the new business designed to digital publishers garner some sort of subscriber income -- two names (and perhaps a third) crept out last week.

PaidContent.org on Tuesday said that it had confirmed that Journal Communications Inc., publisher of the Milwaukee Journal Sentinel, had signed an affiliate letter. On Thursday, Journalism On-line itself revealed that it had signed up the non-profit Institute for War and Peace Reporting of London as an affiliate, saying that it planned to offer its services to on-line publishers, whether they were for- or non-profit.

"We're in the due diligence stage," Sharon Prill, senior vice president for interactive media at Journal Communications, told PaidContent.org. "I think like any other publishing entity, we're exploring paid models," Prill told the site.

PaidContent has also speculated that its corporate parent -- Guardian News and Media of London, publisher of The Guardian and The Observer in London -- has signed a Journalism On-line affiliate letter. Guardian has refused to confirm or deny its subsidiary's postings.

In other content-charging news, the Los Angeles Times reported on Friday that News Corp. is seeking partners to broaden its plan to charge for content at all its web sites. While News Corp.'s U.S. newspaper footprint is limited to its Wall Street Journal and the New York Post, the company is the largest newspaper publisher in both the United Kingdom and Australia.

The Times said that Jonathan Miller, the chief digital officer of News Corp., "is believed to have met with major publishers" in the United States, including The New York Times Co., The Washington Post Co., Hearst Corp. and Tribune Co.

Journalism On-line and the News Corp. consortium aren't the only games in town:: one is headed by Louis Borders, the founder of Borders Books and Webvan, and another led by Alan Mutter, a Silicon Valley entrepreneur who was once a top editor at the Chicago Sun-Times and the San Francisco Chronicle. The model only works with one or two big players, so two will fall by the wayside.

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Title Annotation:Journal Communications Inc.
Publication:NewsInc
Date:Aug 24, 2009
Words:351
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