Times+ is a new membership scheme, which will allow the company to "deepen its relationship" with readers of The Times and The Sunday Times.

It gives members a range of exclusive events, offers, gifts and rewards. The scheme costs £50 a year, but subscribers to the two publications receive a complimentary membership.

Katie Vanneck-Smith, Managing Director Customer Direct, News International, said: "Times+ gives us the opportunity to redefine further our relationship with our readers and to reward their loyalty.

"We are moving away from the traditional model of volume in favour of developing more direct relationships with our customers based on their interests and passions."

Times+ also gives members free access to one of its associated specialist packs. Currently Culture+ and Travel+ are the two schemes available, but others are to be launched over the next 12 months.

UK newspaper publishers, particularly broadsheet titles, are currently trying to implement a change to the way they deal with readers. Subscription-based newspaper sales allow publishers to offer targeted advertising and are seen as a better way of selling advertising space – believed to be crucial in a time of diminishing newspaper sales.

In continental Europe, subscription-based newspaper buying is far more prevalent. The UK in comparison has a very small percentage.

Culture+ was launched a year ago and currently has 90,000 active members.