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
Digiday+ Research: Subscriptions and events gain steam among publishers’ most significant sources of revenue
Direct-sold ads continue to be the dominant source of publishers’ revenue as we move out of the first quarter. But other revenue sources are gaining in importance, particularly subscriptions and events.
Media Briefing: Apple News ad monetization still ‘abysmal’ for some
Publishers still can’t make meaningful ad revenue from Apple News despite its push to sell more ad inventory.
Andre ‘Typical Gamer’ Rebelo hits 1 million followers on Fortnite
As Epic Games looks to establish Fortnite as an alternative to platforms such as Roblox for metaverse-interested brands, seeing an individual creator reach one million followers could help convince more marketers to turn their attention to Fortnite Creative.