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