As most major online outlets look for ways to raise the paywall, the new Billboard.com is breaking it down. In a bid to attract more consumers, the music industry trade magazine, which has been charging for access to every Hot 100 and Billboard 200 chart from the past 51 years, will now give away that content for nothing, according to a post on BillboardBiz.

While a growing number of publishers are losing confidence in the longer-term potential of online advertising, Billboard apparently believes that its archival material is potent enough to reel in marketers. (For the relaunch, the magazine has pulled together some high-level sponsors, including Visa, Sirius XM Radio (NSDQ: SIRI), Sprint (NYSE: S) and AT&T). But in some ways, the magazine didn’t have much choice in the matter: As the music business has shrunk, so has Billboard’s subscriber base.

Advertising isn’t the only revenue stream the revamped site is targeting.