After dropping its paywall, The Sun is now trying to rebuild traffic through social distribution and search

U.K. newspaper The Sun dropped its paywall in November, and it’s now trying to rebuild its traffic to pre-paywall levels, Jessica Davies reports. To do so, The Sun is focusing on social distribution and organic search, but moving its focus to building traffic is a turnaround in strategy from trying to build a subscriber base. News UK’s chief customer officer Chris Duncan says: “When you come back out into free distribution, you have to totally change things like headlines and style of content, so as to encourage a much broader set of people to remember to come back to your site.”

+ Earlier: One reason The Sun scrapped its paywall is that it was too expensive to acquire new subscribers