{"id":8163,"date":"2017-04-13T17:06:44","date_gmt":"2017-04-13T11:36:44","guid":{"rendered":"http:\/\/www.www.adpushup.com\/blog\/?p=8163"},"modified":"2022-09-02T16:42:02","modified_gmt":"2022-09-02T11:12:02","slug":"what-is-a-paywall","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-is-a-paywall\/","title":{"rendered":"What is a Paywall?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>For print media, staying profitable was always a matter of simple math, standard ad and subscription&nbsp;rates&nbsp;made it&nbsp;far easier to make revenue projections based on the existing subscriber base. There were, few, if any technical challenges or bottlenecks. Things were just simpler.<\/p>\n\n\n\n<p><em>Enter the world wide web.<\/em><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-a-paywall\/#The_Internet_Changed_How_Media_Works\" >The Internet Changed How Media Works<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-a-paywall\/#Types_of_Paywalls\" >Types of Paywalls<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-a-paywall\/#Should_You_Implement_a_Paywall\" >Should You Implement a Paywall?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Internet_Changed_How_Media_Works\"><\/span>The Internet Changed How Media Works<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Now, everyone with a connection can&nbsp;get their news online, the overabundance of information meant that publishers found it harder to maintain any kind of competitive advantage. Legacy media companies had no choice but to adapt to the changing landscape around them.<\/p>\n\n\n\n<p>This shift was by no means an easy task, the technical wherewithal required to stay profitable online far exceeds that required to run a printing press, the latter being around for centuries, while the the former being constantly disrupted by&nbsp;new web technology.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>The problem for newspapers \u2013 and their owners \u2013 is not that news has suddenly become unfashionable, it\u2019s that making money out of news is proving increasingly difficult. The reasons for the collapse in profits are simple: for more than 100 years newspapers controlled the news and advertising markets, but digital technology has changed everything. Staples such as classified advertising, property and cars went quickly online. Newspapers were too slow to react to classified sites such as CraigsList and Gumtree \u2013 and lost the market.<\/p><p style=\"text-align: right;\"><a target=\"_blank\" href=\"http:\/\/theconversation.com\/are-paywalls-saving-journalism-53585\" rel=\"noopener\">via The Conversation<\/a><\/p><\/blockquote>\n\n\n\n<div class=\"wp-block-image wp-image-8183\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"1449\" height=\"966\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/image-20160217-30543-cah9lc.jpg\" alt=\"newspaper print vs online \" class=\"wp-image-8183\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/image-20160217-30543-cah9lc.jpg 1449w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/image-20160217-30543-cah9lc-300x200.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/image-20160217-30543-cah9lc-1024x683.jpg 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/image-20160217-30543-cah9lc-768x512.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/image-20160217-30543-cah9lc-270x180.jpg 270w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/image-20160217-30543-cah9lc-150x100.jpg 150w\" sizes=\"(max-width: 1449px) 100vw, 1449px\" \/><figcaption>While ad revenue from print has shrunk considerably over the years, digital has not really been able to pick up the slack.<\/figcaption><\/figure><\/div>\n\n\n\n<p>Monetizing&nbsp;digital media is hardly easy or straightforward.<strong> <a href=\"https:\/\/www.adpushup.com\/blog\/banner-blindness\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/banner-blindness\/\" target=\"_blank\" rel=\"noreferrer noopener\">Banner blindness<\/a>, falling clickthrough rates, and ad blocking<\/strong> are just a few things that are eating into the revenue potential of digital publishers; not counting factors such as accessibility and competition.<\/p>\n\n\n\n<p>While these odds pile up against digital media, the channels of earning reduced&nbsp;as display ads were the only way to monetize\u2014there was no way to offer subscriptions to readers, until much later anyway.&nbsp;Thankfully, digital publishers now have the technology to replicate the subscription model on the internet.<\/p>\n\n\n\n<p>Coming back to the original question,<strong> what is a paywall?&nbsp;<\/strong>Paywalls are a way for digital publishers to restrict access to their content&nbsp;and offer paid subscriptions to users.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Types_of_Paywalls\"><\/span>Types of Paywalls<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Hard paywalls: <\/strong>A hard paywall is when a publisher requires a user to subscribe before accessing <em>any<\/em> online content, it is one of the riskiest paywall options because the publisher stands to lose a&nbsp;majority of its audience and visibility. Case in point, <a target=\"_blank\" href=\"https:\/\/techcrunch.com\/2009\/11\/17\/times-online-24-hour-access\/\" rel=\"noopener\"><em>The Times<\/em> has a hard paywall<\/a>, and while it may have increased its revenue, its traffic has decreased by 60%. In fact, Wikipedia founder Jimmy Wales has gone on record to say that <em>The Times<\/em> has &#8220;made itself irrelevant&#8221;.<\/p>\n\n\n\n<p>Still, there are use cases for a hard paywall: It can work if you target a specific niche and\/or already dominate your market. Think of <em>New Scientist<\/em>, another website that has a hard paywall, with content that is distinctive enough to be able to make it&nbsp;work.<\/p>\n\n\n\n<p><strong>Soft paywalls: <\/strong>Also known as &#8220;metered paywalls&#8221;, these allow users to view a specific number of articles before asking them to subscribe for full access, with the quota refreshed every&nbsp;30 days. This is the model most commonly employed by legacy media companies. Soft paywalls strike a good balance between adding additional revenue without overtly alienating the entire readership. Besides a relatively lower decline in pageviews, reader retention is also typically higher in comparison to hard paywalls.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>Most publishers with hard paywalls are reporting retention rates as low as 15-20%. Retention rates for newspapers using metered paywalls average 58.5%, with some reporting as much as 90% reader retention.<\/p><p style=\"text-align: right;\"><a target=\"_blank\" href=\"https:\/\/www.theguardian.com\/media\/greenslade\/2014\/nov\/07\/paywalls-charging-for-content\" rel=\"noopener\">via Guardian<\/a><\/p><\/blockquote>\n\n\n\n<p class=\"has-text-align-left\">Some publishers also use a combination paywall where users are allowed free access to selected content, with a set of premium content being protected by a hard paywall.<\/p>\n\n\n\n<p class=\"has-text-align-left\">Since the media ecosystem&nbsp;is so complex and varied, there are no set formulas for what will and will not work for everyone, so the implementation happens&nbsp;on a case-by-case basis depending on the uniqueness of content, market share of the publisher, and audience demographics, among other things.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Should_You_Implement_a_Paywall\"><\/span>Should You Implement a Paywall?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-left\">A hard paywall is probably not the right solution for everyone, but you could set up a soft paywall with limited access to content with settings that work for you. Also, it is recommended to conduct a thorough <a href=\"https:\/\/www.adpushup.com\/blog\/top-paywall-services-for-publishers\/\">research on different paywall services<\/a>. If you find the sweet spot for your publication, you could potentially increase your overall revenue without any significant impact on casual readership numbers or display ad revenues.<\/p>\n\n\n\n<p class=\"has-text-align-left\">Keep in mind though that users generally don&#8217;t view paywalls favourably, according to a <a target=\"_blank\" href=\"http:\/\/www.businessinsider.in\/pew-82-of-users-will-abandon-their-favorite-news-site-if-they-put-up-a-paywall-2010-3?r=US&amp;IR=T\" rel=\"noopener\">survey&nbsp;conducted by <em>Canadian Media Research Consortium<\/em><\/a> on&nbsp;1700 people, <em>92% of participants who read the news online would rather find a free alternative than pay for their preferred site (in comparison to 82% of Americans), while 81% stated that they would absolutely not pay for their preferred online news site.<\/em><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong>To sum up, paywalls can be great revenue strategy<\/strong>, with a couple of conditions: First, your publication is already somewhat established and has a sizeable readership, and second, you must also be&nbsp;convinced that at least a certain percentage of your readers&nbsp;will be willing to pay to access your content; failing these, the entire exercise will likely be a lesson in frustration.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>For print media, staying profitable was always a matter of simple math, standard ad and subscription&nbsp;rates&nbsp;made it&nbsp;far easier to make revenue projections based on the existing subscriber base. There were, few, if any technical challenges or bottlenecks. Things were just simpler. Enter the world wide web. The Internet Changed How Media Works Now, everyone with<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":8177,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6447],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is a Paywall? - Adpushup<\/title>\n<meta name=\"description\" content=\"Paywalls are a way for digital publishers to restrict access to their content and offer paid subscriptions to users. Here is everything you should know.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-a-paywall\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What is a Paywall? - Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"Paywalls are a way for digital publishers to restrict access to their content and offer paid subscriptions to users. 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