Site license and group subscription sales are often advantageous for most subscription sites — they allow publishers to expand their market to those who are reluctant to buy an individual subscription as well as further monetize accounts with the most passionate subscribers.But nowadays a once heavy group subscription site may need to consider a lower price point and individual subscriptions in order to meet the needs of changing marketplace demands and audience behavior.That’s the case with JSTOR, which has historically sold institutional site licenses to academic libraries and universities.A while back, JSTOR started Register & Read, a service for individuals not affiliated with a university or research center but who still wanted access to academic articles. Registered users can read a limited number of articles free and has millions of users.Through that innovation, JSTOR learned that certain users were willing to pay more for more article access. These individuals often work at nonprofits or are independent scholars working outside of academia (and thus, would not be able to afford, nor need, a site license).So JSTOR started JPASS, where for $19.50 a month or $199 a year, individual subscribers can download 10 articles a month or 120 a year. About seven million out of the 8.4 million articles in JSTOR’s journal archives are available through JPASS, according to The Chronicle of Higher Education.The only catch is that the most recent articles (published within three to five years) are not available on JSTOR. I would encourage JSTOR to address this gap soon since giving subscribers access to the most immediate content is a great retention tactic. They should be the one-stop-shop for all academic article hunters, not something that needs to be buttressed by another service.