Abstract: In a method for managing subscriptions to a web site, a determination is made as to whether an end user accessing a web page at the web site is a current subscriber to the web site. If it is determined that the end user does not have a current subscription, an obscuring layer is placed over the web page that at least partially obscures at least a portion of thereof. The obscuring layer includes a link to a subscription server for purchasing a subscription to the web site. If it is determined that the end user is a current subscriber, the end user is provided with non-obscured access to the web site. In a further method for managing subscriptions to a web site, when an end user accesses a web page at the web site, a remote subscription server is accessed. The end user's computer automatically sends to the remote subscription server an end user identification and a merchant identification. A determination is made as to whether the end user has a current subscription to the web site.