Paywalls are expanding beyond their origin in newspapers and a wide range of consumer and b2b magazine publishers are testing the options for paid online content.

For a publisher considering a paywall, here are ten key questions that need answers…. 

1. What paid models are working best for publishers:  metered access, timed passes, full lockdown, porous paywalls?

2. How not to deter non-paying customers?  How much free content is needed?

3. What are the best ways to market a paywall?  Mix of traditional marketing and new techniques?

4. How to show value within a trial period and convert to subscriptions?

5. How to manage the switch from free to paid content?

6. Can search & social media work with paywalls?

7. How to set pricing?  What constitutes value and where are the key perceived price points?

8. What is the best way to package content & services?

9. How to combine and price digital and print subs?  All you can eat or pick and mix?

10. Does a paywall change the ad proposition?  What is best practice in growing yields?

If you’re still looking for answers, then it’s worth taking a day to attend the second Paywall Strategies conference on 23 Feb in London, organised by the Media Briefing.

Publishers from Lloyds List, The TimesIncisive, Autosport, UBM, RBI, Economist, Immediate Media and international newspaper groups will share case studies and provide guidance.  A ex-pricing analyst will share some of the secrets of pricing strategies.  Plus you can swap ideas with your peers about their experiences with paywalls.  The event is chaired by Steve Hewlett, Guardian columnist and presenter of  Radio 4’s Media Show.

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