Tuesday, January 26, 2010

Play the paywall game

Fancy your chances of getting the economics of wrapping a paywall around your content,well turn to Nieman Lab's model.

How do you play? First, hit “Turn Paywall On!” From there, “Views before paywall” is the most fun slider, and the number that many paywall discussions focus on. This sets the number of free pageviews (not the same as stories) that are allowed for each reader before requiring them to subscribe. As the number of free views decreases, the net revenue jumps as each audience segment hits the paywall, then falls from lost ad impressions. Somewhere, there’s a sweet spot.

But remember at the end of the day it is all objective

We just don’t know how readers and advertisers will react.

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