Does your last name start with P, R, S or T? If it does, and you haven’t signed up for Prime yet, can you make today the day you join us? No, there’s no magic reason tied to these four letters. And if your last name starts with one of the other 22 you can definitely sign up today too. But I was reminded yesterday of how much inertia, convenience and evolving mores among news producers and news consumers all play key roles in this process. Do you pay for news when it’s mainly been free online for the last 25 years or so?
So I thought I’d pick a few letters and for those folks make the case directly. Bringing a substantial number of you into the fold as paying subscribers is really, really important to the future of this site. It just takes a moment to sign up. It’s probably easier to do on the weekend since other matters aren’t as pressing. So if you’re a regular reader, if you’ve been thinking about signing up, I need you to take a moment right now – actually, this moment – and take out your wallet and click here and sign up. It really just takes a moment and it’s well worth it.