In theory, a flexible paywall allows a publisher’s audience to develop more of a habit, hit advertising campaign goals more easily, and test out more hypotheses. But it also risks confusing readers. In this presentation from Digiday’s Hot Topic: Subscriptions and Commerce, which took place in New York City this past February, hear from Jason Sylva, general manager of consumer marketing revenue at New York Magazine, as he discusses its decision to go with a dynamic paywall. The key hits:
- Information like when, where and how consumers are interacting with your content can help you determine strategic perimeters for the paywall.
- When introducing a paywall, many publishers run into problems with it impacting their advertising business. To find a balance, consider leaving the paywall off of one-off pieces, such as television recaps or event coverage, and instead drive it on some of the more in-depth reporting.
- Optimize, but also learn: Optimizing focuses on existing demand, and learning enables you to build a more sustainable business.
Listen to this presentation on the Digiday Live podcast here.
More in Media
Media Briefing: Reliant on search, haunted by AI: publishers at a crossroads
With AI-driven updates rolling out steadily and traffic patterns shifting, publishers are starting to plan for more zero-click searches.
Digiday+ Research: Publishers look to cash in on growing events revenue
Publishers are getting significantly more revenue from events in 2025, and they’re going to focus on growing that even further.
In Graphic Detail: How creators are using generative AI to shape video and design
80 percent of content creators are using AI in their workflow, according to a study by Wondercraft. This is a deep dive into those numbers.