Rupert Murdoch has announced today that he expects News International's online titles to be on a subscription model 'within a year'.
And the Guardian is considering making specialist areas of its website, such as MediaGuardian, subscription based.
Surely that leaves the BBC as the elephant in the room. BBC.co.uk is already the UK's 10th most visited website and the largest UK news site.
If other online news outlets move to subscription models and the BBC remains free, then it represents a huge market distortion. I'll be expecting fireworks from Murdoch when, as the UK newspaper market begins to charge for content, the BBC's online traffic starts to rise.
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