China’s tech giants are not afraid to burn cash in pursuit of a greater market share, and Alibaba’s newly acquired media asset, Hong Kong-based flagship newspaper South China Morning Post (SCMP), has dropped their paywall to do just that.

While newspapers across the world are looking to business model innovation and paywalls to boost revenue, the SCMP officially threw out their subscriber system in a bid to boost readership and ad revenue.

Our focus now should not be on finding the right media business model,” said Alibaba chairman Jack Ma in a SCMP article yesterday. “Our priority should be on how we should change to better adapt to the reading habits of our readers.”

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Cate Cadell

Cate is a tech writer. She worked as a journalist in Australia, Mongolia and Myanmar. You can reach her (in Chinese or English) at: @catecadell or catecadell@technode.com