From the Seattle PI:
For the first time Rolling Stone is inviting its readers on the long, strange trip though the magazine's 43-year archive, putting complete digital replicas online along with the latest edition. But you'll have to pay to see it all.With a new site launching Monday, Rolling Stone will become one of the most prominent magazines to decide that adding a "pay wall" is the best way to make money on the Web.
To many publishers and media analysts, charging for Web access is the fastest way to drive readers to free competition, where advertisers will follow. But even free sites with lots of readers haven't been able to charge the kind of rates for advertising that print still commands. As one of the few major consumer magazines now asking readers for an online fee, Rolling Stone is likely to get a close look from the rest of the industry.
I think this could be a case where a paywall actually makes sense. Rolling Stone has a unique product that can't be had elsewhere. On the other hand, what they're selling is entertainment, and everyone else is giving it away.