Posted 07.22.10 | Filed under: Advertising & Marketing, Business Strategy
Publishers Need Popcorn, Not Paywalls
The challenge is to really understand that audience and identify the way that compelling content can build a strong relationship, creating new opportunities for monetization elsewhere. In this respect, passion-based products such as Times Plus (or Guardian Extra) that reward keen readers with additional content and offers represent a smarter long-term solution than a simple paywall that drives users into the welcoming arms of your (free) rivals.
via Nick Thomas, Publishers Need Popcorn, Not Paywalls | paidContent:UK.
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