How Publishers Are Exploring Paywalls By Offering Complimentary Access

Media and publishing platforms are innovating in the loyalty and services space and providing customers with elevated membership experiences. Some publishers are allowing audiences to access a large number of articles before paying for the privilege, as a way to demonstrate value and give readers the ability to test out the platform in a low-pressure experience before deciding to purchase or commit long-term. 

Hearst Newspapers updated its paywall to allow first-time readers to consume as much content as they want, and the amount they consume dictates when they hit the paywall and if or when they are shown a subscription offer. The audience segments, which the papers also use for lead-generation campaigns designed to grow newsletter subscribers, are revised on a monthly basis and are based on how much content a paper’s readers have consumed.

German publisher Spiegel’s membership program, called Spiegel+, makes approximately 100 articles available to subscribers and scatters them throughout the site. The publisher is hoping that Spiegel+ will drive subscriptions based on reader interest in individual stories, rather than risk losing readers by asking them to subscribe too soon. The offering includes access to exclusive Spiegel+ content, every evening: The Daily Update for compact knowledge on the topics of the day with exclusive Spiegel+ texts, and every Friday: the complete SPIEGEL issue as a digital weekend reading.

Across a number of posts, I'll be sharing insights about the strategic and technical implementation of a subscription system. Contact me or a member of the Wallkit team you'd like a PSFK report that looks at new ways that publishers are offering their readers exclusive access to original content, partner services, community platforms and beyond, to enhance the product or brand experience and create recurring revenue and engagement opportunities.