I know many readers of our website are questioning why you're being asked to subscribe and pay for our news and sport stories when it's always been free.

As a person who reads news on many websites, I get how frustrating it can be when you’re hit with an intrusive message to subscribe that stops you reading an article.

However, for too long our industry has given all our online journalism away for free and that must stop - but not for everything.

We do not have a hard paywall. It’s designed to encourage people to sign up for a small charge where they can read all our news and sports stories, access reader rewards, online puzzles and offers. What’s best is you get an ad-light experience and access to the app. 

If you don't subscribe you will see important public information and appeals, however, you will find after reading a certain number of articles that you will not be able to view all our stories. It does not seek to punish those who can’t afford it, or don’t want to subscribe, but it limits what they can see.

Many sites - except the taxpayer funded BBC - are moving to some sort of subscription model and this will become the norm very quickly.

For websites and newspapers to survive I believe we need a blended approach to generate revenue. We can no longer just rely on newspaper sales or print and web advertising to sustain our business.

A subscription model must become part of the package and as you can see with the offer running – and the regular offers – you can do this for as little as a quid a month.

Think what you can buy for £1 these days and you’d be hard-pressed to give me an answer.

Love or hate it – the Echo has been a part of Southend and Basildon for decades and we want that to continue so I’m asking for you to support us and pay for our online journalism like you would if you popped into a shop and bought the paper.

Unfortunately, not pursuing this route and doing nothing would be more damaging in the long-term.

I hope you understand the reasoning, even if you still disagree. 

Please consider signing up for just £4 for 4 months before Monday, March 20.

Any questions email me at michael.adkins@newsquest.co.uk