2018 is turning into the year of the paywall as publishers realize advertising, and certainly the platforms, won’t save the day for them. Wired, Vanity Fair, The Atlantic, Business Insider and Bloomberg have launched digital paywalls in recent months, and others have said they’re exploring reader-revenue schemes.

But at some point, publishers will start bumping into each other. Case in point is Bloomberg, which is elbowing its way into a category already teeming with subscription publications like The Wall Street Journal, Financial Times, The Economist and recently, Business Insider. Bloomberg set the meter at a generous 10 articles per month, but as Bloomberg Media CEO Justin Smith conceded, some of the growth of his company’s new paywall would come at the expense of competitors. Even credit card-expensed subscriptions have their limit.

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