Publishers launch ‘consent or pay’ walls

News publishers Mail Online, The Independent, the Daily Mirror, and the Daily Express have begun requiring readers in the U.K. to pay for access to their websites if they do not consent to the use of third-party cookies and targeted advertising.

Last week, “consent or pay” walls began appearing across the websites of the Daily Mirror and the Daily Express – both owned by Reach. The walls offer users in the U.K. the option to allow tracking and access content for free or to reject it and pay for a “Privacy Plus” subscription for ￡1.99 per month.

MailOnline is offering its U.K. audience a similar choice, charging ￡2.70 a month for its “Mail Essential” ad-free version, and The Independent has priced its own “Independent Ad-Free” offering at ￡4.

Readers who pay for the cookie-free experiences may still see advertising, but the publishers say there will be no targeted advertising or sharing of users’ data with advertisers.

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Five myths about involuntary subscriber churn

Publishers and media companies recognize that involuntary churn erodes their subscription revenue, but many still lack strategies and technology to combat it effectively.

As publishers increasingly emphasize subscriptions as a core revenue driver, the importance of recovering revenue from failed payments has surged. Many are now laser-focused on maximizing direct revenue from their audiences, and financial efficiency is becoming increasingly critical to ensure they do not leave money on the table.

To understand how publishers can combat involuntary churn more effectively — and grow revenue in the process — we sat down with Butter Payments’ CEO and founder, Vijay Menon. He highlighted five myths publishers should reconsider regarding the impact of involuntary churn on their subscription revenues and overall business strategies.

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