On the surface, web sites with subscription based revenue models may not appear to need stickiness as much as the advertising and transaction based models. After all, these sites receive their money up front. They should not care if users come back to their sites frequently or for a long period of time. These sites measure their success by looking at CPM's and churn rates rather than clickthrough rates. However, they do care about retaining subscribers and building customer loyalty.
Loyalty is driven by stickiness.
The Wall Street Journal is a sticky site for people who are interested in the financial world, such as business people, investors and students, because it offers vertically and horizontally integrated content. Users come to the web site often and for long periods of time in order to search for information on corporations and the stock market. Users can get as much information on particular corporations or stocks as they desire by creating a personal portfolio. Its users could discuss companies and trends in the marketplace. It offers highly vertically integrated content on its many research projects.