A week from today, The Hoopla will test the dedication of its audience: it's asking them to cough up to keep reading the site. In a media landscape filled with rivals such as Mia Friedman's Mamamia, Fairfax's Daily Life and even Private Media's Women's Agenda, the Hoopla will be one of the first to launch a paywall in Australia.

After the introductory offer ends, a yearly pass will be $120, with a novel 99c-a-day pass available to people who only want to read the one thing. Priced like that, The Hoopla is taking a risk. But, as CEO Jane Waterhouse told Crikey last week, she and Hoopla editor-in-chief Wendy Harmer believe much of their loyal following has moved from "liking us to needing us".