Selling online subscriptions

This is from the Texas Press Association:

Fed up with poor delivery by the United States Postal Service and frustrated with giving away content for free, many community newspapers are adding fee-based electronic-versions to their Web sites.
Nearly 20 percent of the 262 online paid newspapers in Texas have implemented either subscriber e-versions or user registration to gain access to online content.

Now, the Evening Star is a free paper- as is. I think it would be pretty hard to sell online subscriptions to locals, considering they can get the news for free in their yard and on the racks around town.