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Paywall Questions You've BeenScared to Ask
In today's publishingworld, print revenue is
declining due to theexplosion of digital
Publishers are left asking onequestion...
How can we monetizeour content to stay in
business?
The answer? Paywalls!
Now let’s tacklethose five scary
questions!
What is a paywall?
A paywall is a system requiring userregistration and a paid subscription to
access web content
Example
Paywalls aredivided intotwo types
Hard
Soft
Hard Soft
By quality By quantity
A HARD paywall requirespaid subscription beforeany of the content can be
accessed
Pay now
A SOFT paywall allows usersto view a specific number ofarticles before requiring paid
subscription
Who uses paywalls?
350+
Over 350 publicationsare using this strategyfor their online content
In 2013, digital subscriptionsadded more than $100 million
in operating income
Gannett Company implementedmetered (soft) paywalls at 78 of its
newspapers
The New York Times
Over 1 million digital-only subscribers
Offers bundled subscription offers
First, the NY Timesgave a teaser to their
content
They then launched asoft paywall withmetered access
The outcome...
85% higher subscription rate
January 14' January 15'VS.
The streaming video site allows channel holders tochoose a paywall setting on their content
Account Free Trial Partial View Enable DisableBlock Access
Block access until payment ismade
This putscontrol in thehands of the
contentcreators
With paywalls,income can generatenaturally instead of
depending ontraditional
advertising systems
Their soft paywallallows readers to
view up to 15articles before beingprompted to pay for
further access
What Are the Business
?of Paywalls
Additional online revenueflow not tied to:
*Advertising income
*Print sales
*Other income sources
Subscriptionsprovide a predictable
income stream tohelp smooth out
cash flow
The 1st party data collectedfrom subscribers can be
used to:
Understand the audience
Provide monetized content
Gather metrics to drive adsales
What are theProfessionalBenefits ofPaywalls?
Content with paywalls represents:
Professional journalists
Fact-checked content
Subscribers associatebrands using paywalls with
high-quality and uniquecontent
High Quality
Paywallsubscriptions
provide consistentand predictable
income
Brands canforecast revenue
and remove incomeuncertainty of
unsteady sources
Brands can focuson ways of
optimizing paywallaccess and value
Visitors spend moretime on a site with
registration
Quaero found that the top10% of registered users
accounted for 87% of the timespent on a site
These users aremore valuablewhen used to
gather first-partydata and website
behavior data
What arethe downsides of
paywalls?
Visitors are asked topay for content they
may have alreadyaccessed for free on
the web
The paywalled contentmust offer significant
value to attractsubscriber attention
Businesses receive lessvisitors with gated
content
X
X X
X X
Resulting in a smallregistration percentage
Registered users
Retention rates
58-90%
Soft
15-20%
Hard
Learn more about paywalls,increasing user
registrations and how itcan impact your bottom
line
Get the report on the next slide
Click to download the report!
www.Quaero.com
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