Even though I believe that Aftonbladet Plus can be a good business for Aftonbladet, I think making the columns part of Plus is a big mistake. Free (as in advertising supported) columns in other mainstream media and bloggers will become relatively more important as they are easier to link to and discuss. The value of a (good) column increases as more people read it. Putting such material behind a wall does not make sense. It didn't make sense when New York Times created NYTimes Select and it doesn't make sense for Aftonbladet today.
The main question isn't if you should charge for some features of your site or not, but what you can charge for without diminishing the value of your product. See older posts (in Swedish) Intäktsmodellen spelar roll and Fokus på läsaren.
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