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