How publishers manipulate Paywall strategy to deliver Exclusive Access

Media and publishing platforms like The Atlantic, New Statesman, Vanity Fair and CollegeHumor are giving their subscribers and members access to unique content behind the paywall.

IAC-backed online comedy brand CollegeHumor has taken a membership-style approach by launching Dropout, a subscription product that will include original video series and other forms of media including digital comics and fictionalized chat conversations. Dropout has a tiered subscription model: $3.99 for the first three months, followed by $3.99 per month for an annual subscription; $4.99 per month for a six-month plan; and $5.99 per month for subscribers who want to pay on a monthly basis.

The New Statesman’s paywall gives subscribers access to the digital version of the print magazine, what it’s calling NS Instant, two days before it hits the newsstand. The publisher is also introducing new products for subscribers: a new weekly podcast called “Prime Ministerial,” a historical look at the UK’s prime ministers; earlier access to its four other podcasts; a weekly email newsletter; and access to themed monthly events.

In addition, VANITY FAIR membership offering includes a searchable archive of its articles and a subscriber-only newsletter. The company is also considering giving subscribers access to its writers and editors.

The Atlantic introduced its membership program to provide exclusive editorial offerings, like previews of upcoming features and weekly conversations with journalists, called The Masthead. Since January 2018, readers have been able to choose between three subscription options for TheAtlantic.com: a digital subscription to The Atlantic’s site and app, a digital and print subscription, and both print and digital access plus membership membership to The Masthead. Additionally, the Atlantic’s metered paywall allows readers to access 10 articles for free each month.

Across a number of posts, I’ll be sharing insights about the strategic and technical implementation of a subscription system. Contact 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.