Study: Majority of Metered Paywalls Aren’t Sustainable | News & Notes

A deep dive on paywalls... Harvard University's Shorenstein Center on Media, Politics and Public Policy and the Lenfest Institute for Journalism released a detailed white paper on Tuesday summarizing the findings of a study evaluating the performance of digital subscriptions at over 500 for-profit newsrooms dating back to 2011. The authors say the study examined a range of newspapers, magazines, digital brands and regional publications that offer online subscriptions or membership models, drawing data from publisher surveys as well as paywall software provider Piano Media, Facebook's Local News Subscription Accelerator and the Knight-Lenfest Newsroom Initiative, among other sources. The full, 35-page report can be read here (a detailed analysis of pricing models and engagement funnels begins on page 18) but apart from that, I've highlighted a few notable takeaways below: Publishers need to get their priorities straight: The authors identify Minnesota's Star Tribune and The Boston Globe as leaders in market penetration, in part because their early adoption of paywalls allowed them to prioritize reader engagement over advertising. "This approach begat a virtuous cycle of quality coverage within their respective markets that generates further subscriptions and continued engagement among existing subscribers," the report reads. Metered paywalls need to get tighter and more sophisticated: While publications have generally reduced the amount of articles readers can access... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2019-08-14 19:11:32 UTC ]
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