Once upon a time, when journalism was stepping into the digital world, the main concern on everyone’s mind was about revenue: would readers pay for online news? Was the classic advertising model enough? How would newspapers and magazines survive in this new scenario?
The paywall method entered the scene as a response to the decline in the advertising and has been around enough for us to get rid of some myths. The fear of implementing a barrier that could slow visitors down in their clicking journey is still present in some publishers’ minds, but the context is not the same as when this concern was first raised.
Today, editorial brands have a more direct relationship with their reader, so the interest has swift into how to find a paywall strategy that works, rather than wondering if it should exist at all.