There is a macro-trend in publishing towards Pay Walls, which are a fundamental departure from the advertising business model in that audiences pay directly for the content. This model won’t work for every publisher, and the rule of thumb is that your content must be differentiated and high quality for it to work. So when the quality is mostly behind the paywall, how do you actually get readers to convert? There’s a chicken and egg problem here: users won’t convert without seeing the value, but the value is behind the paywall. I addressed this topic in my first guest post at Martech Series.
Despite writing this article before the recent announcement of Facebook finally kicking publishers to the curb, it is still just as relevant. My strategic advice to publishers has consistently been to treat Facebook as, at best, a frenemy.
The industry is at a turning point, and publishers need to decide what type of publisher they are going to be:
- large-scale commodity publisher with low production costs, or
- high-quality publisher with paid subscription models, or
- niche-content producers with small audiences sold to advertisers directly
Read the full article on Publishing Executive:
For publishers to succeed, they need to nurture a direct relationship with their audience, but they have actionable data for only 20% of site visitors. This article explores how publishers can unlock the value in their “unknown” audience.
My exclusive byline in ExchangeWire, exploring why, for most publishers, the “pivot to video” is a bad idea. Gaming the system isn’t even working in the short term …
Email is to publishers as Renee Zelwegger is to Tom Cruise. My byline in Talking New Media explores the many ways that email is core to how publishers do business.
My byline in MarTech advisor on personalization of content (pay) walls. This is effectively personalization of the business model to your audience segments. You think that first time visitor from Facebook is going to convert on your paywall? Nope, but you can expect much higher conversion rates by offering them something lower hurdle, like a 7 day guest pass in exchange for their email address.
How publishers can adapt when the rug is pulled from under the business model. My article in EContent Magazine: